LACOSTE: 'Metamorphosis of the Crocodile!'

MONTREAL, Feb. 1 /CNW/ - LACOSTE Canada invites aficionados of the iconic polo shirt to take part in a unique artistic adventure.

From February 5 to 11, 2011 to kick off the artistic experience 'Metamorphosis of the Crocodile', LACOSTE signature polo shirts will be collected en masse at the LACOSTE boutique at Les Ailes de La Mode in downtown Montreal to serve as inspiration for the creation of five unique and original works of contemporary art.

"We invite our clients to bring in one of their LACOSTE polo shirts. In return, we'll give you a polo shirt from our Spring/Summer 2011* collection - a Canadian first," says Dominique Bouchard, Chief Executive Officer for the brand. "This is not the first time LACOSTE has made investments in the art and design world. After working with international stars like Tom Dixon, Michael Young and the Campana brothers, we're extremely proud to offer a similar opportunity to our Canadian artists."

Five contemporary artists have been chosen to work with guest exhibition commissioner Diane Charbonneau. Maskull Lasserre ; the collectif Meghan Price / Lysanne Latulippe / Etienne Proulx ; Alana Riley ; Marigold Santos and Julie Trudel will be given carte blanche to experiment and come up with fresh artistic interpretations of the famous crocodile image.

"Our common vision brings together the spirit of the brand with these emerging artists to cultivate audacity, creativity and optimism," Bouchard notes. "As the emblem of a spontaneous, laid-back yet refined lifestyle, the LACOSTE brand is also socially aware, with a strong desire to help young people through sports and the key values of respect and excellence. At the end of this project, the works created will be auctioned off to benefit the Tennis Canada Foundation's Tennis Matters program, which promotes projects designed to get disadvantaged children involved in tennis."

To support the project and follow developments over the next few months, all sorts of interactive video capsules and contests will be featured on site for web surfers and smartphone users.

* For further information and entry guidelines, please visit

About the L.12.12 Polo Shirt

In 1927 René LACOSTE designed and made for his personal use a batch of cotton shirts in a light, airy knit that perfectly absorbs perspiration so that players could feel more comfortable on stiflingly hot American tennis courts. He had unwittingly invented the polo shirt, a new-generation garment that, under the LACOSTE brand name or copied by others, was going to be manufactured in the billions. The polo shirt was an immediate hit with LACOSTE's tennis-playing friends, who until then had worn blazers and thick, heavy, conventional long-sleeve dress shirts on the court! 

The first LACOSTE polo shirt was white and slightly shorter than its contemporary counterpart. It featured short sleeves, a ribbed-edge collar and a light, airy "petit piqué jersey" knit fabric. In 1933 LACOSTE, seeing that his idea was catching on with his friends, had the idea of teaming up with the great hosier André Gillier to launch industrial production of the polo with the crocodile label. That is when he named it L.12.12:  L for LACOSTE; 1 for the material, piqué cotton; 2 for the short-sleeve model (the long-sleeve shirt was going to be the L.13.12); and 12 for the number of versions presented to LACOSTE. A perfectionist, LACOSTE was as meticulous in developing his polo shirt as he was competitive while playing on the tennis court. He had many prototypes made in close cooperation with the manufacturer A. Gillier; the 12th version is the one he finally considered satisfactory. He kept that number in the industrial code name and it remained in the company in honour of its creator. 

Symbol of relaxed elegance since 1933, the LACOSTE brand is built on its genuine sporting roots and offers a unique and original universe through a wide range of products for men, women and children. LACOSTE S.A., animates and coordinates 10 worldwide licenses granted to various industrial partners: apparel, footwear, fragrances, leather goods, eyewear, watches, home textiles, belts, fashion jewellery and mobile phones. The LACOSTE brand has achieved a wholesale turnover of 1.4 billion Euros in 2009. In the 114 countries where the brand is present, two LACOSTE products are sold every second through LACOSTE boutiques, corners in department stores and a selective distribution network.

For more information, please visit

About the participating artists:


For further information:

Media Relations:
V.V. Events & Communications, Ltd.
Véronique Viellerobe, Tel : 647.290.2504 / Odile Perquia, Tel : 416.879.3468

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