Coming this February 2010 from Assouline is a new book from Olivier Margot on the world of Lacoste. “Since the birth of the iconic alligator – the world’s first clothing logo and the symbol of its French tennis-great namesake – in 1933, Lacoste has been nearly synonymous with sport. When champion René Lacoste put his fa vored tennis uniform (a white piqué polo shirt) into production for the mass market, it revolutionized the standard stiff and starchy athletic attire, usher ing in an era of sport styles that were as comfortable and functional as they were chic.”
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