THE PROTO TYPES
The Spir it of the L .12.12
The artisan qualities shown by René Lacoste in developing the iconic piqué polo shirt are celebrated through the new L.12.12 shoe. All of those distinctive
elements synonymous with the brand from its birth through to the world-renowned monochrome7, detail2, design3 and timeless4 appeal are captured in the L.12.12 shoe.

Photography by Agnes Vita
Set design by Carrie Louise,
represented at Visual Artists

ICONIC
The Crocodile; The crocodile marque is one of the most well -known throughout the world, a stamp of distinguished quality and style. As poignant today as it was more than 80 years ago, the crocodile derives from the on-cour t nickname given to René Lacoste, and sits proudly on the new L.12.12 shoe.

DETAIL
Quality; René Lacoste was a leader with exceptional attention to fine detailing. With a committed belief in his processes, the L.12.12 shoe carries the intricate, meticulous detail ranging from a sophisticated cupsole construction, through to piqué lining and premium leather with punch detailing.

“ WITHOUT STYLE , PLAYING AND WINNING ARE NOT ENOUGH”
René Lacoste

STYLE
René Lacoste; A natural elegance and sophistication has accompanied Lacoste from the early years. Style is at the very hear t of the brand, clearly def ined by René as a tennis player and has remained a key brand attribute for more than 80 years.

DESIGN
Evolving Innovation; Innovation in design has always been at the hear t of the Lacoste brand, per fectly captured in the iconic polo shir t, enabling ease of movement and per formance. I t is with these values in mind that the new L.12.12 shoe was developed.

“INNOVATION means daring to ta ke risks”
René Lacoste

INNOVATION
The Polo Shir t; With the ver y f irst L.12.12 polo shir t, René Lacoste showcased innovation, per fecting a fabric and design that would become a timeless classic. Achieving an elegant style that shif ts from cour t to lifestyle, which has been carried into the new shoe – the per fect accompaniment to one of the most iconic classics in history.

TIMELESS
Since 1933; Ingenuity, ef for tless style and subtlety remain at the hear t of the brand today with Lacoste’s rich history driving the new L.12.12 shoe. These values, born from the outstanding achievements of René Lacoste in spor t and design, are captured in everything Lacoste do to create a timeless appeal.

DNA L.12.12
What Inspired the Design of the L .12.12?
Befitting the sartorial astute, the new L.12.12 shoe pays tribute to the innovative piqué polo shirt, first worn on the international tennis courts in 1933. The heart of Lacoste’s inspiration derives from the passion and determination of founder René Lacoste. Attention to fine detail and perfection drove René to challenge himself to create Lacoste’s most iconic product in the L.12.12 polo shirt more than 80 years ago.

Spotted
The Latest In-store Display of the L.12.12 collection

It’s not often I walk into a store or boutique and literally feel as though I’ve walked into the world of a brand, a faultless execution of codes and values that
are spot on visually and with a staff full of knowledge. Recently I had the pleasure of walking into a Lacoste retailer and was immediately swept up in a world of
nostalgia. Admittedly it’s a brand close to my heart as I enjoy a good story and a clean, no fuss approach.

There is no better example of this consistency than Lacoste’s ability to transfer brand character and personality into the retail space; the latest presentation of the heritage-led L.12.12 footwear collection is the perfect example.

Lacoste has always activated an alluring environment with panache, colour-schemed pantone walls of the iconic polos neatly displayed smacking of an art
gallery as opposed to a customer retail environment – and we like it.

The classic simple, sporting lines and effortless style are played out through an excellent use of space that gives the product room to breathe. This is sports
fashion in its finest form. It’s boutique, it’s clever and it continues to tell Lacoste’s fascinating story.

The L.12.12 collection has been designed in tribute to founder René Lacoste and consists of a beautiful range of monochrome and core colour palettes motivated by his successes on the tennis court during the 1920s.

The minimalistic approach is very Lacoste, no fuss just beautiful design. It is a curation and not an afterthought, with staff that are as stylish in their delivery
of the inspiration as the product itself.

I was captivated by the story told to me by one staff member regarding the new L.12.12 shoe, which sits on show proudly as a product that takes direct
influence from the iconic piqué polo shirt, but with a twist of modernity and performance that makes Lacoste so relevant today.

SHOE REVIEW
A review of the new L .12.12 footwear collecti on

As an aficionado of footwear I often find myself considering the reasons why brands create new designs to fit the ‘seasonal’ look.

Seasonal based product is not something that tends to rock my boat. What I do like however, is a new release with the weight of tradition at its heart, something with a real story to tell.

The latest shoe from Lacoste is visually hitting all the right buttons for me; clean, definitive sporting designs with a real fashion focus. However, there is a distinct historical story behind the new L.12.12 shoe that makes this latest offer very authentic.

Paying homage to the heritage of the brand and multi-skilled founder René Lacoste, who not only became the world’s greatest tennis player during the 1920s but also the creator of the iconic piqué polo shirt, the L.12.12 shoe is a subtle master-class in capturing history.

SHOE REVIEW
A review of the new L .12.12 footwear collecti on The L.12.12 shoe takes inspiration from the iconic polo shirt in the most delicate ofways that only really astute followers of the brand would be able to spot, which is the element that I really like. It’s understated genius that has made Lacoste such a timeless must-have for many decades.

From the soft leather fabric and the comfort of the in-sock, through to the piqué lining, punched toe and sporting line of the sole, the L.12.12 shoe has captured all the fine detailing that René Lacoste invested but encompasses an added twist of modern architecture for a relevant fashion-focus and appeal.

As current trends go, Lacoste has landed on yet another gem, the plain white or block coloured footwear translating from a casual, sporting staple to a product that can be easily teamed with a tailored suit.

It’s understated genius that has made Lacoste such a timeless must -have for many decades With a move into a luxury sporting aesthetic, men’s trends have encompassed the sports shoe, and the simple, slim-lined look and feel of the Lacoste L.12.12 footwear collection is a primary focus of a trend that takes away the blurred lines between informal and formal-wear.

A stickler for the finer branding detail, Lacoste has always mastered the essence of artisanship and a clear contemporary approach. From the iconic crocodile always facing to the right, through to the simple pleasure of wearing the product, it’s a brand that you always want to keep the core essence of.

A worn, slightly ruffled or battered look suits many brands, but not Lacoste. Its appeal is in its boldness and clean design that the consumer respects and wants to preserve. The new L.12.12 shoe will only enhance this.

THE GREAT INVENTOR
René Lacoste and the creation of the L.12.12

René Lacoste can be credited with being responsible for the changing face of tennis since the early 1920s.

Forever a methodical perfectionist, René had honed his tennis skills from an early age, regularly hitting a ball against anything he could find and it was his
persistence that would eventually lead to his remarkable achievements.

René would often in later days tell his own children that if they were to do anything, it was to be done perfectly.

Forever motivated and with an attention to finer details his emergence to sporting and innovative excellence was a steady, strategic and formulaic rise.

Style was also never too far away from René. In 1925, while playing Wimbledon, a British journalist referred to his white cap and woollen pullover as ‘racy examples of men’s tennis fashion’. 

“ Confidence , tenacity , perseverance and rigour : these are the tools I b elieve necessary to find one ’ s way in life . ”

And it was with a very clear image of what he wanted to become that René honed a bespoke style of play and elegance on court. He was intelligent, but also graceful and style was a sub-division of them both.

Uncomfortable with the restrictions of the long-sleeved white shirt worn by male tennis players at the time, René worked tirelessly to create a practical alternative to enhance his on-court performances.

With a sporting prowess and determination that yielded the ‘The Crocodile’ nickname, René was enthused about redefining himself with an aesthetic which would combine the practicalities of the tennis court with an elegance and sophistication that would mirror his character and style.

From the impracticalities of the 1920’s tennis attire, it was René Lacoste’s innovation that led him and fabric specialist André Gillier to come together and focus on the evolution of their designs.

As a result, what came next was a truly ground-breaking and revolutionary shirt. René and André together had created the famous piqué cotton polo which offered better ventilation as well as a contemporary appearance equipped for performance.

It was during this era that René Lacoste was unquestionably the embodiment of professional sport, a champion both on and off the court with a unique style and savoirfaire - the true epitome of luxury and class.

These characteristics were major influences in creating the piqué polo shirt. A shirt that looked as good on its own as it did under a waistcoat and one that survived all the elements of a tough tennis match to remain looking sophisticated during, and in the aftermath of a game.

A natural eye for style enhanced by a wealth of experience gained from those often tense on-court match-play sessions drove Lacoste to perfection, and an unrivalled stature as the most stylish player to have graced tennis. He left no stone unturned.

His first showcase of the iconic polo was during the Davis Cup in 1933 when André Merlin wore it proudly, although it was unable to see him across the line as victor, it was to become a firm favourite of players across the globe for years to come.

Over the years, the piqué polo shirt has become an iconic garment not only closely associated to tennis and sport in general, but now clearly definable as
a fashion statement.

Few brands can stand the test of time. With the influx of new fabrics, new designers and modern branding methods, competition to be at the top, and better still to remain there, is tough. Lacoste, however grows in stature and remains as relevant today as it was in 1933.

A timeless classic created by one of the world’s best-known sportsmen from a bygone era. It is with homage to René’s charisma, lifelong ability to give everything maximum effort as well as his formulaic and structured approach that Lacoste lives by today.

“I WANTED TO PUT SOME THING BACK INTO TENNIS , AFTER EVERYTHING IT HAS DONE FOR ME”
René Lacoste

Since 1933
Still as Relevant Today
Rene Lacoste , style and elegance on and off the court

The solid foundations of Lacoste are born from a history built on performance as well as a drive and determination to be the very best. Those qualities remain to make Lacoste as relevant today as it was more than 80 years ago.

René Lacoste created an elegance and style on court matched with a precision that he took into the innovation of his very first product - the iconic piqué polo shirt.

This simple, but subtle detailing has led to a timeless appeal, taking an effortless move from the court to the clubhouse.
Clean, definitive contours in bold, statement white remains as eye-catching as it was when it first emerged with the final prototype of the piqué polo shirt.
Charming and complementary sporting lines suggesting athleticism and performance, presented in a clean luxury fabric that stood the test of match-play and remained smart in appearance afterwards.