About Lacoste
The Lacoste Store on Regent Street is a fusion of '50s retro-style and Lacoste heritage. A large glass panel at the front of the store projects moving images that can be viewed from both sides, acting as a window by day and showing the latest Lacoste catwalk show at night, bringing a bit of theatre to Regent Street.

Widely thought to represent the first time a brand name was displayed on the outside of an article of clothing, the signature crocodile of Lacoste has its history on the tennis courts.

The founder of the label, Rene Lacoste, was a tennis champion in France in 1926/27 and was nicknamed 'the alligator'. In 1933, Rene and Andre Giller, the owner of France's largest knitwear manufacturing firm at the time, set up a company to make a logo-embroidered shirt designed by Lacoste himself for use on the tennis court... and so set the wheels in motion for a range of clothing that would revolutionise sportswear.

Today, Lacoste is still renowned for producing clothes that mirror the same values of comfort and solidity that Rene himself began with, helping Lacoste to become the internationally renowned label of quality that it is today.