Lacoste Mens

Lacoste’s story began in 1933 when René Lacoste and André Gillier swapped traditional, long‑sleeved tennis whites for a lightweight cotton piqué polo. It changed the game — on court and far beyond — and the silhouette has remained a cornerstone of the label ever since.

The French label's signature Crocodile logo has become an icon in its own right, emblematic of its casual elegance and savoir-faire. But where did it come from? Young tennis prodigy René Lacoste was promised a croc leather suitcase from his coach if he won an upcoming match. Although he didn't win, he showed the tenacity of a crocodile on the court — which earned him his nickname. In 1927, Robert George draws the logo, which later makes its way onto a Lacoste polo. The Crocodile over the heart became the very first instance of a brand insignia being displayed on the outside of a garment, influencing the future of design with great impact.

Lacoste’s clothing today keeps the spirit alive. The collection moves between bold graphics and clean, minimal staples, always rooted in ease and everyday wearability. A Lacoste tee is an effortless starting point for any outfit, while the classic polo continues to carry the heritage of the brand with a modern feel.

Footwear stays close to the label’s sporting DNA. From low‑profile court sneakers to retro‑leaning plimsolls, each pair is signed off with the Croc — a small hit of identity that goes a long way.

Never one to rely solely on its icons, Lacoste continues to push forward. Contemporary tracksuits and updated takes on archive pieces bring a future‑focused edge to the line‑up, all backed by decades of craft and a deep connection to sport, culture and style.

Discover END.'s latest collaboration with Lacoste — a capsule with archival jewels that tells the story of British car club culture.