In 1933, La Chemise Lacoste (later shortened to Lacoste) was founded by Lacoste and Andre Gillier. Gillier came from a knitwear manufacturing background and together they started producing the tennis shirts Lacoste had worn on the court with the iconic embroidered crocodile on the chest. The classic polo that was originally designed to be breathable and help with overhead shots is now an inspiration to lifestyle and sportwear brands everywhere. In 1951 Lacoste launched different coloured polos as well as monochrome and striped ones. Lacoste was sold in the US but under Izod, a mid-range clothing company that had the license until 1993 when the partnership ended, and Lacoste regained rights to distribute under its own brand. In 1963 the business got passed on to Bernard the son of Rene Lacoste and the company grew stronger and stronger, selling approximately 300,000 items per year. By the 1970’s brand awareness had peaked with the popularity of their sport collections in the US. By 2005, 50 million Lacoste products had been sold in 110 different countries around the world. Recognition was helped by collaborating with former tennis players such as Rich Gasquet. In 2006 Bernard fell ill and passed the business to younger brother Michael Lacoste. The brand continued to adapt, launching their first e-commerce site in 2007 for the US market. Revolutionising the Lacoste shopping experience. Coty had worldwide licence to produce fragrance and in 2009 Hayden Christensen became the face of the Challenge fragrance for men. More recently the company named tennis player Novak Djokovic the brand ambassador and ‘the new crocodile’ for Lacoste (next to Rene Lacoste).