Look for the iconic crocodile logo on Regent Street to find the Lacoste store, their infamous polo shirts and much more. The flagship space is split across two levels and carries the premium casualwear and sport lines for men, women and kids. Footwear, leather goods and accessories are also waiting to find a new home.
The French brand has a long legacy which is referenced in the shop with images of its historical advertising campaigns and classic sporting scenes displayed throughout. Its founder, René Lacoste was truly unique for leaving his mark on the worlds of sport and fashion. He was one of the most famous tennis players of the 1920s and 1930s, dominating major tournaments and earning the nickname “the crocodile”. Recognising the need for greater comfort adapted to the game, he shortened the sleeves of his tennis shirt creating the very first iteration of the polo shirt. Soon he was dressing friends and family in the same style, leading to the founding of La Société Chemise Lacoste in 1933 which sold his shirts embroidered with the crocodile logo and establishing the look much further afield.
Today, the polo shirts remain a staple of the brand, neatly displayed in aesthetically pleasing colour order in the Regent Street store against the black and grey minimalist interiors. It is also a full lifestyle brand offering the same approach to comfort and style across a range of apparel and accessories suitable for life off the court. Check out their seasonal capsule collections for limited edition concept-focused ranges too.