Seventy-four years mark a life dedicated to fashion and family. Right here lies Bernard Lacoste. He was born in Paris in 1931. Bernard transformed the Lacoste brand into a global icon. His father was Renè Lacoste, a famous tennis player. Renè founded the Lacoste company.
Bernard attended Princeton University. He earned a Bachelor of Science degree. Before joining Lacoste, he worked for General Motors France. He was an engineer. In 1963, Bernard succeeded his father as president. At that time, the company produced around 300,000 clothing items yearly. By 2005, it was almost 50 million. These were sold in 110 countries.
Bernard is credited with several key innovations. He introduced a wider range of colors for the polo shirt. Before, it was only available in white. Bernard also launched a line of sportswear and accessories for women. In 1981, he opened the first Lacoste boutique in Paris.
The crocodile logo is iconic. It comes from Renè Lacoste’s nickname. He was called “the Crocodile” because he wanted a crocodile suitcase. His Davis Cup captain promised to buy it if he won an important match. He didn’t get the bag, but the nickname stuck.
In the 1970s, the Lacoste polo became a staple. It was a mainstay of the Ivy League “preppy” wardrobe. By the 1980s, Lacoste’s turnover in America alone was 400 million dollars.
Bernard received France’s highest civilian honor. He was named Officier de la Legion d’Honneur. He was also a member of several organizations. These included the Textile Institute and the World Federation Sporting Goods Industry.
In 2005, Bernard stepped down due to ill health. His brother Michel took over. Bernard remained honorary president until his death in 2006. He was 74 years old.
Bernard Lacoste’s impact on the fashion world is undeniable. He took a small family business and transformed it into a global powerhouse. His legacy lives on through the iconic crocodile logo and the timeless appeal of Lacoste clothing. His contributions earned him a place as Officer of the Légion d’Honneur. A fitting tribute to a man who made fashion history.