Lacoste, the famous ‘crocodile brands’ was named after 1920s French tennis star René Lacoste, nicknamed ‘The Crocodile’. This year the iconic brand celebrates its 80th anniversary.
To celebrate the tenth decade of Lacoste, the fashion brand asked graphic designer Peter Saville to present a collection of 80 polo shirts for men and another 80 for women, where the world famous crocodile logo has been replaced their recognizable crocodile logo with a series of unexpected and surprising squiggles of lines, shapes and silhouettes, enough to suggest the absence of the logo.
Saville himself was surprised when Lacoste accepted his idea on this collection and when asked to elaborate more about the collaboration, Saville says, “They still look like Lacoste shirts even if they don’t have a crocodile on them.”
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