Lacoste's namesake company looks beyond the trends of the moment to focus on classic sportswear that never goes out of style. This strong singular concept was the brainchild of René Lacoste, a French tennis player in the 1920s who was nicknamed "the Crocodile." In a time when woven tennis whites were the norm, Lacoste created his own uniform of short-sleeved cotton polo shirts with the now famous crocodile monogram.
1920s: A.M. Cassandre's inventive graphic techniques show influences of Surrealism and Cubism and became very popular in Europe and the US during the 1930s. In 1937 he designed the typeface Peignot for the Deberny & Peignot type foundry in Paris, France.