¿Sabías tu que la prenda en cuestión no es creación de la marca a la que se refiere? Entonces debe de llamarse ¿tipo Polo o tipo Chemise?
No hay que olvidar que más de treinta años antes del nacimiento de la marca norteamericana Polo, René Lacoste, había ideado la camiseta perfecta para jugar al tenis y al golf, las camisas o playeras “tipo Lacoste” con el mítico cocodrilo que se debe al apodo que Lacoste recibía en las pistas de tenis.
Seguramente no todo el mundo sabe que René Lacoste fue un tenista, además de ser fundador de la marca que lleva su nombre, que a los 18 años consiguió formar parte del equipo francés de Copa Davis y en 1925 consiguió ganar el Campeonato de Francia (el original Roland Garros), una hazaña que repetiría en 1927 y 1929. En Wimbledon también logró grandes resultados, venciendo sobre la verde hierba del All England Tennis Club en 1925 y en 1928. En Estados Unidos también obtuvo reconocimiento, porque ganó el US Open en 1926 y 1927.
Como es evidente, la camisa polo tiene relación al juego del mismo nombre, ya que una prenda parecida era usada a comienzos del siglo XX, para uniformar a los equipos que practicaban este juego. De ahí que se ligue su identidad, ya que se trata de una camisa muy cómoda y de fácil identificación. Una prenda que se ciñe al cuerpo y sus mangas son cortas, de manera que nada estorbe los rápidos movimientos del jinete, que exige a su caballo veloz galope y súbitos giros, mientras con la otra mano maneja el mazo que golpea la pelota. Por otro lado, el jinete ha de tener identificado al resto de sus compañeros por los colores y con un número de gran tamaño en la espalda, que se repite, en la manga o pecho del lado izquierdo.
Cuando oímos el nombre de Lacoste es inevitable pensar en el cocodrilo, uno de los logotipos más exitosos de la historia. Todo comenzó en 1927, en la final de la Copa Davis ante Estados Unidos. Lacoste hizo una apuesta con el capitán francés y el premio era una maleta de piel de cocodrilo. Y la ganó. Al parecer, este es el motivo por el cual a Lacoste se le bautizó como El Cocodrilo o El Caimán y no por su supuesta agresividad. El caso es que un día, un amigo suyo llamado Robert George diseñó un cocodrilo y se lo cosió en el bolsillo de la chaqueta blanca que Lacoste usaba.
Así era la prenda habitual en las canchas de tenis.
Lacoste, que era inquieto por naturaleza, se puso a investigar acerca de materiales más apropiados para jugar al tenis. Es de imaginar que jugar con esas chaquetas y esas camisas abotonadas no sería nada cómodo. Así que creó lo que hoy llamamos “camisa tipo polo”. Una camisa de manga corta, cuello ribete con botones y en un tejido ligero y transpirable llamado petit-piqué, que él bautizó como “Chemise Lacoste”.
Tras diseñarla, se asoció con André Gillier, propietario de la mayor factoría textil francesa, y a la prenda resultante le bordaron un cocodrilo. Así nació icónica camisa Lacoste. Era 1933 y estaban creadas para jugar al tenis y al golf.
Un año después empezaron a venderse al público y la compañía no dejó de crecer. En los 50’s empezaron a exportar el producto y a partir de los 80’s ampliaron el negocio para crear gafas, relojes, perfumería y un largo etcétera de productos.
El día de hoy, la firma Lacoste (dirigida por un hijo y dos nietos de René) vende unos 59 millones de artículos al año en en 112 países, con un volumen de negocio de más de 1.500 millones de euros.
Fuente: Lacoste, the story of an iconic brand
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