How the Lacoste Polo Shirt Modernized Tennis and Helped Shape Fashion

The classic L.12.12 remains a basic part of the summer uniform

Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

It was September 1926, and an unforgettable piece of history was about to be made at the U.S. Open. French team player René Lacoste was the No. 1 player in the world, sure to command attention as he stepped onto the grass court of the West Side Tennis Club in Forest Hills, N.Y.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Click for more from this issue

This story first appeared in the June 26, 2017, issue of Adweek magazine. Click here to subscribe.