Lacoste is a unique luxury brand in a casual style that embodies French elegance. Its history goes back to the ‘20s of the 20th century. In 1929, René Lacoste, a French tennis player, created his own shirt. He wore it for the first time in 1926 when he was playing in the US Open tournament. It was a white shirt with short sleeves, made of French cotton. Its design drew attention because it represented a complete change to the current tennis fashion. A year later, the American press called the football player “the Alligator”. The name came from a bag made of alligator skin which the player carried with him. The nickname appealed not only to the public but also to the player himself because it perfectly described Lacoste’s persistence during matches. In fact, he liked it so much that he asked his friend to draw a crocodile whose sketch he embroidered on shirts that he wore. The brand was founded a few years later, in 1933, and this is where the production of Lacoste’s shirts started on a large scale. Currently, under the slogan “Life is a beautiful sport”, the brand offers a wide selection of clothing, footwear, and accessories with a characteristic logo in green, white, and red. For the Spring/Summer 2021 season for Him, Lacoste mainly proposes T-shirts, polo shirts, longsleeves, sweatshirts, shorts, including swimming shorts, and accessories such as baseball caps, various models of watches, and sports footwear.