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March 3, 2006
LACOSTE FASHION, VITAMINS FOR THE SPRING SEASON
New York Fashion Show... Among the eighty or so creators who are showing in New York in March 2006, some American labels are all the rage across the Atlantic. But swimming against the tide, the LACOSTE crocodile, boosted by Christophe Lemaire, is one of the few French brands meeting with success in Manhattan.
The 2006 range sends down the catwalk clean-cut boys sporting vitamin-rich hues, in plum colored drainpipe trousers with LACOSTE grenadine worn discreetly under a vermillion parka.
Christophe Lemaire brightens up the pavements of New york, where his street wear wardrobe defies the drab of winter. You meet girls as colorful as Smarties, in velvet knickers or ripped edge miniskirts and boots puffed up like down jackets.
In short, the first Lacoste autumn-winter show puts the accent on city sportswear in lively colors.
In 1933, René LACOSTE and André GILLIER,
the owner and chairman of France’s largest
knitwear manufacturing firm at the time,
set up a company to make the logo-
embroidered shirt designed by the champion
for his own use on the tennis court. Also
marketed were a number of other tennis,
golf and sailing shirts, as can be seen in the
first catalogue from 1933.
This was the first time that a brand name appeared on
the outside of an article of clothing - an idea
which has since become extremely
successful.
This shirt immediately revolutionised mens
sportswear, replacing the classical woven
fabric, long-sleeved and starched shirts
which players had worn on the courts until
then.
The first LACOSTE shirt was white,
slightly shorter than other shirts of the day,
with a ribbed collar and short sleeves, and it
was made of a light knitted fabric called
“Jersey petit piqué”. The qualities of
comfort and solidity upon which it built its
name still shine through today, providing a
different and truly unique product.
Edited & Posted by the Editor | 11:37 AM | Link to this Post
