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. But while Lacoste would win in mixed doubles that year,
it was another play that would have the most lasting impact: When the 22-year-old Lacoste appeared at the service line, he was wearing a polo shirt.

That was a big deal. Until this time, players wore “tennis whites”—slacks and long-sleeve shirts (with neckties, no less). But Lacoste insisted on being stylish as well as comfortable. Whatever fuss ensued was over before long. “Soon,” Lacoste would later remember, “everybody was wearing them.”

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In 2002, the Lacoste brand was associated with old school tennis players and needed to be reinvigorated while keeping the essence of the historic brand. Patricia took the lead in redesigning the iconic crocodile. After more than 100 different sketches the new crocodile was finally introduced taking in consideration an updated color palette and new embroidery techniques, allowing for more details within the logo silhouette. A new logotype was also custom designed.

The updated brand identity covers every single execution from the actual clothing line to retail design.