Not long ago, a crocodile on your chest said more than a brand name ever could.
It was subtle, elite, unmistakable. A symbol of sport, style, and quiet power. But somewhere between the tennis courts and the TikTok collabs — with influencers like Venus Williams – Lacoste lost its grip. What began as a revolution in sportswear turned into a global empire — and then something more confusing: a brand that was still everywhere, but no longer meant much at all.
This isn’t the story of a company that went bankrupt. Lacoste never closed its doors. In fact, it’s selling more polos than ever — nearly three billion euros in revenue. But behind the numbers is a different story. One of overexposure, identity confusion, and two decades spent trying to fix what made the brand feel… ordinary.
Now, under a new creative director and a tighter strategy, Lacoste is trying to be more than a logo again.
But once a brand becomes everything to everyone — can it ever feel exclusive again?
What REALLY Happened To Lacoste?
The Rise And Sudden Fall of Lacoste
#fashion #lacoste #fashionhistory #luxury #documentary
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34 Comments
Their shoe line is like an upscale skechers. It's like imitations of known brands styles, simply because there was no specific naming of the shoe style like lacoste 1. The shoe line design has no proper identity you can go back again and again and discuss with other enthusiasts.
One of the best value (quality vs price) clothing brands out there with rich heritage. Their quality is top notch
their quality sucks. 😂😂😂😂😂
Wokeness destroys everything
It's funny how lifestyle brands want to control a brand not to break into other markets.
Once you launch a lifestyle brand, you don't have control, especially if it's an inspirational brand.
First of all amazing content, incredibly put together in this vid. For me, i lost the love for the brand maybe 5-7yrs ago. It was too boring for me and too expensive at the same time. I visited a Lacoste Store in Greece last week, it smelled like old washed clothes there. Got out after 10min sadly.
LARGE crocodiles and "LACOSTE" incription the size of Jupiter on shirts etc is what killing them….. they are obnoxious
I've been wearing Lacoste polos and jackets since the early 1980's and will continue to do so, the Paris match collection is superb with the crocodile the same colour as the item it's sewn on.
The only thing that spoils it are the vast amount of snide fakes sold in the likes of Turkey, Tunisia and Thailand
I HAVE MANY PIECES OF THEIR PRODUCT WHICH I LOVE, AS THEY ARE AVAILABLE
IN LOT'S OF BRIGHT COLOURS LIKE ORANGE, ETC!
They stopped producing quality & cool colour combo polos around 2008
Gemini : No, Lacoste is not bankrupt. 🤪
The quality is not the same but I still love them
Lacoste will always be associated with the polo short sleeve shirt it’s like Levi’s and 501 if you deviate away from that you become a parody of what you were meant to be better to stay small and niche than a bulging mass producer of tat !
Such coincidence! I just got back from Bali and over there I visited Lacoste Tennis Resort. It's stunningly beautiful with a sweeping view of Bali lush green jungle.💙
René was as ugly as an alligator, hence the nickname. I go into a Lacoste store and they only have horrible, ugly clothes. No thanks.
I -Zon
Fun brand
I like the design of their shoes in early 2000 to 2010s but now it seems they tried to immitate balenciaga shoes.
Lacostebooboo
I recently bought one navy blue Lacoste t-shirt in Buenos Aires. Top quality, silky pima cotton from Peru, perfect fit, wonderful but expensive at 100$. I bought two more and love them. Life is short, get the best.🐊
This is what Lacost mean to us french and mostly in Paris.
This are the tracksuits worn by the muslim terrorist who killed hundreds of french people during the Bataclan attack.
Most attacks, mugs, aggressions etc come from french-arabics and most of them wear Lacost and Nike shoes, reason why we call them "Lacos-tn", it’s the name we give to thugs in France
Quality and fit is pretty poor IMO. Much better options out there than Lacoste.
This was REALLY REALLY well done 👏🏻
La Coste died on it's arse as soon as every '"tourist" made a pair of their slides their first purchase as soon as they arrived in the west and paired them with the obligatory pair of filthy "white" socks.
THAT little move killed La Coste stone dead (along with Versace, Hugo Boss, Dolce&Gabbana and Gucci) all these brands are DEAD now, oh and bonus dead points for anyone wearing Palm Angels and Roberto Cavalli, ugh!
Is it just me or this person paid to put the brand down.
Lacoste makes polos for everyone’s body. They have four different fits/cuts of polos (slim, regular, classic, loose), and each one of those unique cuts comes in eight sizes; 32 different fits of just their casual polo shirts. Then, they also make golf cut polo shirts. You can really dial in your look with their shirts.
Lacoste is still a top and well respected in South Africa
their L1212 blanc parfum is the best scent ever.
I have some Lacoste polos and a few sweaters and the quality is ok, definitely not what they were. They’re overpriced, but around the holidays and their clearance sales you can find some good prices.
I love lacoste its going strong in the uk and its net worth is doing well, but I know many shops went, but you can buy the brand in some designer clothes store love boss and lacoste and a decent pair of adidas, but everyone has the favourite labels, but lacoste is very good quality teeshirts, tops, and even trainers.
This has been very interesting informative,and like the way you use the word trendy,😅 i thought that was one of our uk words, i first heard of it 1980s but only the posh wore it then, i began wearing early 1990s back in the 1980s uk there was leshark which was not a bad label. And cheap as well.
It was white😂😂😂😂😂😂
Watching this with my Lacoste hoodie on! The one with the small alligator on it!
If your slightly fat and have man tits, Lacoste polos are not for you 😂