For its 90th anniversary, Lacoste is on display to celebrate its history and the talent of the men and women who built the brand around a unique vision and expertise. The meeting between sport and industry, between René Lacoste, an inspired inventor and André Gillier, a visionary Trojan industrialist, gave birth to the brand in 1933. They will develop the famous «small stitch» knit and launch the marketing of the shirt in crocodile jersey embroidered on the chest, the first logo visible on the outside of a garment. René Lacoste and André Gillier are among the first to imagine and design sporting outfits adapted to a society where the relationship to the body is changing. The elements presented throughout the exhibition are based on the history of the brand, polo, know-how, the «small piqué» fabric and the many collaborations of the «Crocodile» with artists like Li Xiao Feng, Peter Lindbergh, Keith Haring, Karl Lagerfeld… If Lacoste is a legend, it is also a style open to new domains of expression. 90 years after the beginning of this collective adventure, the factory still vibrates to the rhythm of the crocodile.