Lacoste’s logo began with a tennis player eyeing a reptile-skin suitcase.
In 1923 René Lacoste’s Davis Cup captain promised him the suitcase if he won his next match. He lost. American sportswriters, charmed by his jaw-clamping tenacity, called him “the Crocodile” anyway. So he had a friend draw the beast, embroidered it onto his blazer, and wore the prize he never won across his chest for the rest of his life.
Lacoste on Brandseum