In 1933, the first brand name logo was stitched on the front of a garment, Rene Lacoste had discovered the strength of the crocodile. Several decades later his logo has taken on a role larger than life. In 1984, Lacoste Pour Homme was created for all Rene Lacoste's followers, the men who follow the style embodied in the crocodile: men of class, reliance, and elegance.

French tennis player René Lacoste founded the Lacoste apparel company known for its green crocodile logo. His first creation was a white, short-sleeve shirt made of jersey petit piqué, which wicked away moisture due to heat. It was the first version of sports performance clothing around.

The company grew huge in the United States in the 1970s and 80s when it became a staple for the preppy look. At the height of popularity, they released lines of shorts, eyewear, footwear, watches, fragrances and various leather goods.

Lacoste made a come back at the turn of the century thanks to contracts with young tennis stars like Andy Roddick. They also scored a deal with Master golf champion Jose Maria Olazabal, who brought Lacoste into the golf world. Numerous other companies have since created their own version of the crocodile logo, but they pale in comparison to Lacoste's popularity.