Izod Lacoste
Izod Lacoste is a brand name of sportswear that was licensed to Izod by Lacoste from 1952-1993.[1]
History of the partnership
In 1953, David Crystal, the owner of Izod and Haymaker, bought 50% of the rights to market Lacoste in America. The "Izod" and "Haymaker" brands were already established there. "Lacoste" was added to enhance the brands' prestige and introduce the name to American markets. The resulting union of the two companies was the piqué polo/tennis shirt. When the shirts began to sell well, Crystal decided to keep the combined names. The brand hit its peak popularity in the late '70s and early '80s when the "preppy" look became mainstream, with many nationwide department stores featuring separate "Izod/Lacoste" shops, with jackets, sweaters, and a wide variety of other apparel. During this period, annual sales reached $150 million for the shirts alone.
Decline
The "preppy" trend cooled in the late 1980s and the brand became overexposed.
Today
Izod and Lacoste both continue to produce similar piqué polo shirts and are often mistakenly believed to be the same company. Lacoste polo shirts have the crocodile logo, while Izod has a monogram crest. Izod has had a number of
References
- ^ Spivack, Emily (4 June 2013). "The Story Behind the Lacoste Crocodile Shirt". Smithsonian magazine. Smithsonian Institution. Retrieved 13 November 2014.
- ISBN 9780924050060. Retrieved 13 November 2014.