Lacoste Store

In the early fifties Rene Lacoste teamed up with David Crystal, who at the time owned Izod, to produce Izod Lacoste clothing. In the 1970s and 1980s it was extremely popular with teenagers who called the shirts simply Izod. The partnership ended in 1993 over quality control problems on Izod's part. The Lacoste name was revived in 1995 without Izod.

However, starting in 2000, with the hiring of a new fashion designer, Christopher Lemaire, Lacoste began to take over control of its brand name and logo, reining in their branding arrangements. Now, Lacoste has once again returned to the elite status it held before a brand management crisis circa 1990.