Lacoste and its iconic crocodile logo are now synonymous with prep culture. The brand was launched by French tennis player René Lacoste, who thought wearing knit polo shirts on the court was simply a practical choice. By the 1950s Lacoste was marketed as “the status symbol of the competent sportsman.” Since then, Lacoste has held its place as a wardrobe staple of high society. In 2010, designer Felipe Oliveira Baptista took over as fashion director. Under his guidance, Lacoste continues to invoke the spirit and sporting heritage of its founder, offering French sensibilities with a touch of irreverence.