As one of the most iconic brands and logos in the history of fashion, Lacoste debuts a book on ‘how to live in Lacoste and how to be’. Since the birth of the iconic alligator – the world’s first clothing logo and the symbol of its French tennis-great namesake During the Roaring Twenties, Rene Lacoste was the best tennis player in the world, and put his favored tennis uniform (a white pique polo shirt) into production for the mass,  it revolutionized the standard stiff and starchy athletic attire, usher­ing in an era of sport styles that were as comfortable and functional as they were chic.

This book illuminates the contemporary relevance of the legacy of René Lacoste, the “democratic luxuriousness” Lascoste delivers as prominent brand in sportswear and casual attire. It tells the story of a culture that gives voice to many personal stories-the story of a transgenerational and transcultural cult brand; of a laughing crocodile beloved by children; of a breath, an emotion, a moment to be savored; of well-being; of vitality. The story of everything Lascoste has done and of everything they have yet to do, all thanks to a single thought. Available at ASSOULINE