Lacoste: the cotton legacy that connects generations

There are garments that never go out of style. Not because they’re trendy, but because they’re timeless. Not because they’re everywhere, but because they remain where they truly belong: in our closets, in our memories, and sometimes even in our family photo albums. One of those objects with soul, history, and eternal style is, without a doubt, the Lacoste polo.

For those of us now in our fifties —the so-called fiftiers— Lacoste polos are more than just clothing. They’re an inheritance. Our fathers wore them with that effortless elegance that only comes when someone isn’t following fashion, but defining it—almost unintentionally. It was the era of classic tennis, endless summers, and family Sundays. And there they were, the Lacoste polos, flawless after dozens of washes, enduring both time and life itself.

We fiftiers inherited that symbol. In some cases, quite literally: a grandfather’s polo that still looked perfect on the son. In others, as a rite of passage: a first Lacoste gifted on a special day. Because wearing a Lacoste wasn’t about putting on just any polo—it was about becoming part of a story of quality, subtlety, and understated style.

And now we find ourselves on the other side of the mirror. Watching our children —who question everything, who digitize everything— also fall under the quiet spell of Lacoste. They might not know that René Lacoste designed it to play tennis, tired of stiff, formal shirts. They might not know that the embroidered crocodile was one of the first visible brand logos on a garment. But they sense it. They sense there’s something special in that simple, elegant piece that needs nothing more than its own story to shine.

Today, Lacoste polos still mean quality. Fabrics that last decades. Colors that don’t fade. Stitching that resists generations. And beyond their impeccable craftsmanship, they are an emotional bridge between fathers and sons, grandparents and grandchildren. Because some things are passed down not out of need, but out of love.

So in this present moment—filled with fleeting trends and disposable products—the Lacoste polo stands tall as a symbol of continuity. Of good taste. Of resilience. Much like us, the fiftiers: classic, yes, but with plenty of future ahead.

And if you’re ever in doubt about what to wear, open your wardrobe. There’s probably a Lacoste waiting for you—ready to share old stories and live many new ones.