Applauding the iconic status of the L.12.12 Polo shirt, the Lacoste 12.12 watch family champions sporting style. A modern case and dial design salute the brand’s history via petit piqué textured silicone straps and a graphic of the famous shirt on the case back. Boldly monochrome, each piece has the makings of another true Lacoste classic. Lacoste founded La Chemise Lacoste in 1933 with André Gillier, the owner and president of the largest French knitwear manufacturing firm at the time. They began to produce the revolutionary tennis shirt Lacoste had designed and worn on the tennis courts with the crocodile logo embroidered on the chest. The company claims this as the first example of a brand name appearing on the outside of an article of clothing. Starting in the 1950s, Izod produced clothing known as Izod Lacoste under license for sale in the U.S. This partnership ended in 1993 when Lacoste regained exclusive U.S. rights to distribute shirts under its own brand. In 1977, Le Tigre Clothing was founded in an attempt to directly compete with Lacoste in the US market, selling a similar array of clothing, but featuring a tiger in place of the signature Lacoste crocodile
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