Watch the Oddly Hypnotic Process of Embroidering a Lacoste Crocodile

This is how the iconic logo is impressed upon a polo shirt.
IMAGE Lacoste

Lacoste is Lacoste. Call it tito, call it basic, say it's the favorite polo shirt of that nouveau riche upstart who just recently signed up for membership in your country club. Say all these things, but never say it doesn't have a storied heritage. No one can deny Lacoste its story, its rightful place in the annals of menswear, and of course, the profound beauty of the L.12.12. If nothing else, Lacoste is iconic.

And the very icon of this iconic brand, of course, is the crocodile: that little green reptile found on just about everything Lacoste makes.

Legend has it that René Lacoste himself once asked his tennis team captain Alan Muhr to buy him a croc-skin suitcase if he won a particular match. Lacoste didn't emerge victorious, but the press had caught wind of his wager. The Boston Evening published: "The young Lacoste has not won his crocodile skin suitcase but he fought like a true crocodile." And thus the French ace had his nickname, which would eventually become the graphic embroidered on his shirts.

Today, the croc is everywhere, likely sitting in your closet right now, or perhaps your father's closet. Its utter ubiquity makes this video, of Lacoste's crocodile logo being embroidered into fabric, all the more fascinating and hypnotic:

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