27.1.11

LACOSTE LAUNCHES ITS NEW COMMUNICATION CONCEPT: UNCONVENTIONAL CHIC



LACOSTE UNCONVENTIONAL CHIC,
the essence of a style
The stylish strength of LACOSTE comes
from its founder, René Lacoste. A bold and elegant
visionary, he broke with convention
and brought modern chic to the tennis court
when he first created the polo shirt.
At a time when classical elegance was the norm,
René Lacoste cut off the sleeves and revolutionised
the fabric, giving the player greater freedom
and a new look. By refusing to compromise comfort
for style, he created an entirely
new concept: sportswear.
Since 1933, the brand has continually evolved
from its founder's ideals, so that today LACOSTE
represents a state of mind, a way of life that
celebrates style on a daily basis.
Its symbol: the L.12.12 polo shirt
Its name: UNCONVENTIONAL CHIC

xo
Iro

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