Lacoste New Logo Makeover for 80th Anniversary Polos

Polo Fresh!: Lacoste Undergoes a Logo Makeover for 80th Anniversary


Photo: Peter Saville’s 80th Anniversary Lacoste Polo

Lacoste is celebrating their 80th anniversary… without its signature crocodile logo. You read that right. A limited edition polo shirt line, designed by graphic designer Peter Saville, features different variations of a green logo in squiggle or outline form. Saville gave his take on the brand’s makeover:

“They still look like Lacoste shirts even if they don’t have a crocodile on them. It’s about requisitioning the mainstream to translate an idea that is not about selling.”

The series includes 160 polos (80 for men, 80 for women), and were showcased at an event in Paris last Thursday evening. The shirts, all in size 4, will go on sale starting Nov. 15 at leading global concept stores for $547.

Not sure about the weighty price tag? A more commercial edition, in eight versions each for men and for women, will retail in Lacoste’s regular distribution, for $182.


StyleBlazers, what do you think of Polo’s redesigned logo?