2023-08-02 15:08:02
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The hosiery museum of Troyes presents until September 24 the exhibition “Lacoste, 90 years of know-how”. A look back at the history of the brand and the meeting between industrialist André Gillier and tennis player René Lacoste, the duo behind the adventure.
France Televisions Writing Culture
Published on 02/08/2023 15:08
Reading time: 2 min.
“Lacoste, 90 years of know-how” exhibition in Troyes (M. Cousin / O. Garrett Alais / B. Picrel)
On the occasion of its 90th anniversary, Lacoste is exhibiting at the Bonneterie Museum in Troyes to celebrate its history. The brand and its emblematic shirt were born from the meeting between the world of industry and that of sport, between the Trojan Angré Gillier and the tennis champion René Lacoste. The brand was born in 1933 in Aube. Short-sleeved shirts in “petit piqué cotton” were first intended for tennis players and then for golfers. Over the decades, the brand has diversified and established itself internationally.
France 3 Champagne-Ardenne M. Cousin / O. Garrett Alais / B. Picrel
Lacoste is a beautiful story but also an important industrial heritage for the region of Troyes. The brand is still present in the city and continues its heritage while looking to the future. “We have agreed that this exhibition will celebrate this celebration which is the anniversary of this extraordinary garment in terms of its durability over time” explains Eric Blanchegorge, director of the museums of the city of Troyes.
Thus the exhibition allows you to discover some original models, the fruit of collaborations with renowned artists such as Keith Haring, Li Xiao Feng, the couturier Karl Lagerfeld or the Brazilian designer brothers Campanas. “The Lacoste house did not just lend us a few models and objects but fully participated in the design of this exhibition” rejoices Eric Blanchegorge.
A legendary crocodile
Lacoste, 90 years of know-how highlights the way in which the brand was built and pays tribute to the people who gave Lacoste pieces, and particularly the polo shirt, its letters of nobility. Photos of the clothing workshops, historical pieces, the route allows the visitor to immerse themselves in this adventure.
The scenography gives the impression of being in one of the stores, with this recognizable green background and the star crocodile which proudly displays its age. A crocodile also born from the imagination of the tennis champion. Lacoste was the first brand to put a visible logo on all its products. A legendary crocodile that has become world famous and does not even need the name of the brand by its side to be identified. A marketing concept that has since proven itself with other emblematic brands.
Lacoste, 90 years of know-how – until September 24, 2023 – hosiery museum (Hôtel de Vauluisant) 4 rue de Vauluisant, Troyes – Tel. 03 25 43 43 20
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