The preppy lifestyle

I just knew it when my staff says, “Mag-Giordano tayo!” “Mag-Giordano tayo” is a lingo they invented which means let’s do some window shopping. They would chorus “Mag-Giordano tayo” after staging press conferences, product launches and sometimes meetings. To them, it has become an un-necessary habit especially done if the presscon venue is far from the office in Quezon City. I never fret though when they say “Mag-Giordano tayo” as I have never questioned them about tardiness or punctuality in reporting to the office.

But that line has changed. It’s now, Lacoste tayo. The term is taken after the famous brand Lacoste. Lacoste was founded by Rene Lacoste, a famous French tennis player. He was one of The Four Musketeers, France’s tennis stars who dominated the game in the ’20s and early ’30s. He won seven Grand Slam singles titles in the French, American and British championships. He was the world number one player in 1926 and 1927.

Lacoste wore his own outfit which he himself designed. It was a white, short sleeved shirt made of a light knitted fabric called “jersey petit pique” that served to wick away moisture due to heat, the very first version of performance clothing in sports. The shirts were embroidered with the alligator which is now trademark of Lacoste brands. When he retired from playing tennis, Rene Lacoste founded La Societe Chemise Lacoste together with Andre Gillier. The company produced the tennis shirt which Lacoste often wore when he was playing, which had an alligator embroidered on the chest. Lacoste was also nicknamed “crocodile” by the media because of his tenacious behavior in the tennis court. 

Aside from making T-shirts for tennis, Lacoste produced shirts for golf and sailing. Beginning with white shirts, Lacoste introduced colored shirts in 1951. The following year, the shirts were exported to America where it was branded as the status symbol of the competent sportsman. It became the preferred shirt of the upper class.

During Bernard’s management, Lacoste’s son, the company made a significant growth. When Bernard became president, around 300,000 Lacoste products were sold annually. Lacoste brand became even more popular in the US in the ’70s. It became an essential of the preppy wardrobe. The company also began to introduce other products into its line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes, watches and leather goods.

Lacoste popularity around the world is phenomenal. Two years ago, over 50 million Lacoste products were sold in over a hundred countries. Its visibility has increased due to the contracts between Lacoste and several young tennis players, including American tennis star Andy Roddick and French rising young prospect Richard Gasquet. Lacoste has also begun to increase its presence in the golf world, where noted two-time Master champion, José María Olazábal, and Scottish golfer Colin Montgomerie have been seen sporting Lacoste shirts in tournaments.

Lacoste in Manila is a favorite brand. Its stores are found in Shangri-La, Glorietta 3, Robinsons Place Manila, Podium, Gateway, Robinsons Galleria, Rockwell Powerplant, SM Mall of Asia, Trinoma, SM City Davao and Ayala Center Cebu. Celebrities who have been spotted to wear Lacoste are John Estrada, Mariel Rodriguez, Marie Lozano, Rene Salud, JR Isaac, among others. 

Lacoste has a new shoe collection for both men and women. For women, there are sexy flats called Beam Metallic in silver and metallic lavender; the chic slip-ons Nima with embossed croc and ballet pump with two stylish straps that make your feet dainty looking. On its ladies sports collection, Lacoste offers the low-cut leather slip-on Kauri, Ohsaki which is an ankle boot with branded Velcro tab and perforated heel detail, and the lace-up boot Oppie. These shoes have that distinct Japanese feel but unmistakably Lacoste with its subtle croc, premium leather and quality craftsmanship. Kauri has a quirky tennis racket designed within the sole.

Lacoste new men’s line shoe collection includes Vito 3, a lightweight beautifully tailored sporty pair, emphasized by a double- stitched detailing and multiple textures of leather on the body and punched rubber down to its heel; proof of which is a classic lace-up shoes with the side line mesh detailing the embossed croc that signifies both simplicity and style; Mekho a low cut, low heel that will work with any outfit in its four color: Cream, espresso and black.  Mekho has tough leather/rubber combo sole and a heel that echoes the shape of the legendary Lacoste crocodile tail; the Strobe sporty series which has that “biker” feel to them; and the Rivet Plus a yachting inspired low-profile street shoe with a combination outsole.