Dorri Parain
Contributor
Whether one thought the embroidered logo was an alligator or crocodile, the Izod Lacoste polo shirt was the most popular brand worn as a status symbol during the early 1980’s.
Designed by French tennis player René Lacoste (1904-1996), the logo was actually a crocodile. By 1923, Lacoste’s playing style had earned him the nickname “the Crocodile” by American sportswriters. Robert George was Lacoste’s friend and he made a crocodile out of the white jackets that he wore for matches.
Lacoste created a short-sleeved shirt from pique knit fabric in 1927 to be more comfortable for his world championship wins. Textiles manufacturer André Gillier (1882-1935) worked with Lacoste to mass produce the new type of shirt at his knitwear company, Établissements Gillier, in 1933. Lacoste was the first company to have a logo. The shirt’s Lacoste brand featured a small emblem of crocodile on its chest.
Lacoste entered into a 1952 agreement to import Lacoste’s brand from the David Crystal Company. David Crystal was established in 1906. He also owned Haymaker and Izod brands. Izod was founded by Jack Izod of London.
Many Lacoste shirts imported from Lacoste were worn by Americans with various labels. These included Lacoste as well as Haymaker, David Crystal or Izod. Lacoste shirts were made in America through a 1966 contract between the companies. An Izod as well Lacoste shirt hang tag stated they were made from 100% cotton and were designed in France. There were taped seams where stress points were located and a flattering ribbed collar. The tail is long and stays in place.
At the height of the “preppie” fashion style during the early 1980’s, the Izod Lacoste polo was usually worn unbuttoned with the collar flipped up. Madras plaid pants, shorts, or skirts made from Madras plucked were paired with cotton sweaters tied around neck and draped over the shoulders. Lacoste introduced leather products in 1981, including belts, bags and luggage with the popular Crocodile emblem.
Other garment manufacturers began making their own logo “designer polos” that were less expensive, such as J.C. Penney’s Le Tigre, or Ralph Lauren’s Polo brand that was more expensive and even more of a status symbol.
The crocodile, with its open mouth and curved tail, could also be found on unlicensed products like stuffed toys, fashion pins, and even a cookie cutter, to capitalize on the Lacoste brand’s popularity.
The 1993 agreement between the two companies was ended, however, poloshirts remain an extremely popular option today regardless of brand or emblem.