Lacoste, the most French of perfumes
Lacoste is surely the most emblematic French ready-to-wear company, behind LVMH. The house was founded in 1933 by one of the tennis musketeers, René Lacoste, who partnered with André Gillier. Lacoste was thus born in 1933, after the association of the two men in Troyes. The two founders of the brand took advantage of the advent of the shirt to create an authentic and symbolic product. Indeed, Lacoste offered a product that would, in its time, revolutionize its small world, thanks to an original configuration of the shirt. White, associated with the Jersey of an authentic shirt, became a very important emblem for the Lacoste house. This would be a vector of impressive success, but the Second World War would put a severe brake on the company, which would have to wait until 1946 to resume its activities and open its first stores. Lacoste then relied on its network of boutiques to sell the brand and its haute couture products with a famous shirt. It wasn't until 1968 that there was a new opening at Lacoste: it was at this time that the first perfumes made their appearance with the help of Jean Patou.
The Lacoste logo is a symbol that has become mythical. Its origin dates back to 1925: Lacoste was to play a Davis Cup match. His coach promised him an alligator suitcase if he won the match. This story is probably a beautiful legend, but the crocodile has become the symbol of Lacoste.