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Tag Archives: brands
Lacoste is a high-end apparel company founded in 1933 that sells high-end clothing, footwear, perfume, leather goods, watches, eyewear, and most famously tennis shirts. In recent years, Lacoste has introduced a home line of sheeting and towels. The company can be recognized by its green crocodile logo.
Its major competitors include Armani, Fred Perry, Polo Ralph Lauren and Tommy Hilfiger.
René Lacoste founded La Chemise Lacoste in 1933 with André Gillier, the owner and President of the largest French knitwear manufacturing firm at the time. They began to produce the revolutionary tennis shirt Lacoste had designed and worn on the tennis courts with the crocodile logo embroidered on the chest. Although the company claims this as the first example of a brand name appearing on the outside of an article of clothing, the “Jantzen girl” logo appeared on the outside of Jantzen Knitting Mills’ swimsuits as early as 1921. In addition to tennis shirts, Lacoste produced shirts for golf and sailing. In 1951, the company began to expand as it branched from “tennis white” and introduced color shirts. In 1952, the shirts were exported to the United States and advertised as “the status symbol of the competent sportsman,” influencing the clothing choices of the upper-class. It is still one of the most popular brands in the United States, sporting the “preppy wardrobe”.
A Lacoste tennis shirt, from the 2006 spring collection
In 1963, Bernard Lacoste took over the management of the company from his father René. Significant company growth was seen under Bernard’s management. When he became president, around 300,000 Lacoste products were sold annually. The Lacoste brand reached its height of popularity in the US during the late 1970s and became the signature 1980s “preppy” wardrobe item, even getting mentioned in Lisa Birnbach’s Official Preppy Handbook of 1980. The company also began to introduce other products into their line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes, watches, and various leather goods.
In the United States in the 1970s and 1980s, Izod and Lacoste were often used interchangeably because starting in the 1950s, Izod produced clothing known as Izod Lacoste under license for sale in the U.S. This partnership ended in 1993 when Lacoste regained exclusive U.S. rights to distribute shirts under its own brand. In 1977, Le Tigre Clothing was founded in an attempt to directly compete with Lacoste in the US market, selling a similar array of apparel, but featuring a tiger in place of the signature Lacoste crocodile.
More recently, Lacoste’s popularity has surged due to French designer Christophe Lemaire’s work to create a more modern, upscale look. In 2005, almost 50 million Lacoste products sold in over 110 countries. Its visibility has increased due to the contracts between Lacoste and several young tennis players, including American tennis star Andy Roddick, French rising young prospect Richard Gasquet, and Swiss Olympic gold medalist Stanislas Wawrinka. Lacoste has also begun to increase its presence in the golf world, where noted two time Masters Tournament champion José María Olazábal and Scottish golfer Colin Montgomerie have been seen sporting Lacoste shirts in tournaments.
Bernard Lacoste became seriously ill in early 2005, which led him to transfer the presidency of Lacoste to his younger brother and closest collaborator for many years, Michel Lacoste. Bernard died in Paris on March 21, 2006.
Lacoste licenses its trademark to various companies. Until recently Devanlay owned the exclusive worldwide clothing license, though today Lacoste Polo Shirts are also manufactured under licence in Thailand by ICC and also in China. Pentland Brands has the exclusive worldwide license to produce Lacoste footwear, Procter & Gamble owns the exclusive worldwide license to produce fragrance, and Samsonite holds the worldwide license to produce Lacoste bags and small leather goods.
In June 2007, Lacoste introduced their very first e-commerce site  for the U.S. market.
Hayden Christensen is the face of the Challenge fragrance for men.
In 1982, when the surfwear market did not exist, Alfio Lagnado created the brand Hang Loose. Surfer, he sought a viable alternative for their trips in search of perfect waves. It was then that he noticed the lack of specific shorts to practice the sport and started to produce them. Until then, the only models available in Brazil were brought from abroad. Today, the Hang Loose brand is the leader in surfwear and clothing exports its articles to several countries in Latin America and Europe.
In 1986, an action very daring for its time, held the Hang Loose Pro Contest, in Praia da Joaquina, Florianópolis (Brazil). The World Tour event was considered a landmark in the history of surfing in Brazil and today is the country’s most traditional tournament. Went through several of Brazil as Joaquina Beach, Florianópolis; Pitangueiras, in Guaruja, Gaibu Maracaípe and in Pernambuco, in 2000 to reach the paradise of Fernando de Noronha archipelago. This year the tournament takes place for the 11th time on the island and is the only country with the prime status and level six stars for its excellent quality of the waves.
Thus was born the Hang Loose, 100% Brazilian brand, unlike the competitors at the time – mostly gringo. In 1988, the Hang Loose sent to the ASP World Tour the famous dynamic duo formed by Flavio “Teco Padaratz and Fabio Gouveia. With this, Brazil has become part of the surfing world, giving international prominence to the company.
Over the past three years (2007, 2008 and 2009), also sponsored the only stage of the World Championship Tour (WCT) in Brazil – the elite of the surfing world – and was considered by Tops as the best evidence of the 2008 season. In 2007 it was won by Mick Fanning (winning the world title in Brazil) in 2008 and by Bede Durbidge phenomenon in 2009 by Kelly Slater.
In 1995, began supporting the basic categories, sponsored by the Sao Paulo circuit Amador, the Hang Loose Surf Attack. And in 2008 innovated to create the Hang Loose Surf Camp, clinic developed by experienced coach Paul Kid in order to prepare amateur athletes, providing the physical, psychological and nutritional treatment for one week in Itacare (Bahia).
In the team, Hang Loose has featured athletes on the world stage. Represent the brand in competitions worldwide Bernardo Miranda, Junior Faria and Ian Gouveia. Mestre Fabio Gouveia, after more than 20 years dedicated to the competitive landscape, is a new phase, focusing on the free surf and travel with the new generation, and prepare content for media in general. The freesurf Danylo Grillo explores the hottest peaks in the world, while the big rider Sylvio Mancusi fighters curl – and the waves – the heavier the planet. In amateur competitions Victor Bernard, despite his young age, has accumulated many important titles in the curriculum.
Produced by specialists in Brazil and abroad, accompanied by a work of quality supervision that follows the normal environmental and labor regulations, products are moved in over a thousand points of sales and multi-format under license abroad.