When I was a kid, it seems like everyone was wearing Lacoste polo shirts (they were also called Izod shirts back then). The shirt was introduced in 1933 and named for French tennis star René Lacoste who was nicknamed “the alligator” after winning a game bet, the prize being an alligator suitcase.
The shirts came in a riot of colors during the 60’s and 70’s, and it was the fashion at the time to dress in the casual, but dressy Lacoste polo, accenting your outfit with something outrageous and in-your-face (but still acceptable at the country club.) Soon others designers catered to people who wished to be ‘preppy’ by advertising a genteel lifestyle, featuring people turning up their collars. I dubbed it “The Vulcan Effect”, since most of the people looked rather stupid with the tip of the stiff color scraping their ears with a Star-Trek like rigidity, rather than the “I-don’t-care-this-is-how-I-put-my-
shirt-on and that’s-how-it’s-going-to-stay-because-I-can’t-be-bothered-to-turn-it-down” look that real preppy people did.
I went to prep school and if you flipped up your collar on purpose, you would have had the crap pounded out of you by an upperclassman named Rand or Tad.
Eventually the Lacoste shirt fell out of favor until recently, thanks to a spiffy new ad campaign, and the fact the shirts last forever and are wonderfully comfortable and timeless and well-tailored…all that stuff that makes classic clothing come back into style. And so I searched around some boxes of mine last time I was in the US to see if I could find any old ones (the blue-alligator is the giveaway for vintage Lacoste, they switched to green some years back.)
I had lots of Lacoste shirts during my childhood.
My mother came home with the shirts for me, in super-saturated greens and reds, their scratchy fabric softened beautifully in the washing machine and fit like nothing else. Afterward you broke them in, there was nothing like a good, slightly-faded, generously cut Lacoste shirt.
Except there was one demon that I had to exorcise from my past:
I was terrified of the little blue devil. Baring sharp teeth, his menacing red tongue licking his chops, and a sharp, whip-like tail…it was all too frightening for me to deal with on my little chest, and I was scared.
So I did what every healthy, red-blooded American boy would do: I snipped them off with a scissors, leaving a gaping hole in my shirts.
(I also used to wear my Fruit-Of-The-Loom briefs backwards, since I liked pulling out the waistband several times a day and looking down at the colorful fruits lined up on the label.)
I did manage to find a vintage Lacoste shirt that for some reason has escaped my snipping. The fit was still fabulous and the color, Bordeaux, was a deep, wine-like red, still rich and robust after all these years. Wearing it was like finding that perfect partner who you can take shopping at a nice boutique or to a decent restaurant, but comfortable enough for lounging around with in your flannel pajama bottoms.
So I went to the Lacoste store in Paris and bought another new polo shirt last year.
Acidulé; a wildly-vivid hue, reminiscent of Chartreuse liquor mixed with Orangina. Then electrocuted. I immediately wore it to a café and was swarmed by tiny flies, apparently as attracted by it’s traffic-stopping color as I was.
Last week I made even more progress in getting over my fear of the Alligator and bought two more shirts. The Lacoste shop near the Bastille was having a liquidation avant traveaux (before the construction), and selling off all their stock at a rather nice discount, something you don’t see too often in pricey Paris. The salesperson loaded me up with a stack of polo shirts, pointed me towards le cabine d’essayage, and before I knew it I was standing at the register with a stack of neatly-folded shirts, in insanely over-the-top colors like Bonbon, Framboise, and Tomate.
I shouldn’t be too hard to spot on the streets of Paris, come this spring.
I’ll be the one swarmed by flies.
70 rue du Faubourg St. Antoine