Innovation and change is at the heart of Lacoste. After all, the brand was founded because Rene Lacoste wanted to make tennis dressing more favourable. The use of pique cotton, which is a sweat-wicking material that breathes well and allows air to flow freely, making it more comfortable, was a brilliant idea on his part. But Lacoste has always held that hint of eccentricity and playfulness close to heart. After all, this was the man who decided to make his label logo a crocodile, after the nickname given to him in a bet. 

Today, Lacoste still experiments in various ways with its logo, inviting an artist each season to re-invent the crocodile and liven it up. This season, it’s graphic artist and illustrator Jean-Paul Goude who was the former art director of Esquire magazine in New York 40 years ago. The seasonal logo is a caricature of the actual, a humorous touch to the style of Lacoste. 

But this season it’s also introduced a new service to the brand: the personalisation process. The company has a direct customisation on the polo tee, available in 10 colours and two font types and sizes as well, which makes it an option of myriad possibilities. We went to check out the process, test the customisation (it takes just 15 minutes) and showcase it to our readers. This makes for an easy gift, special to that unique person. In fact, Lacoste even has ideas for creative designs that will be offered during specific seasons. Check out the short video feature of the event as well as some images to come of what happened at the store in Wisma Atria

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