Izod Lacoste
| Company type | Licensed brand |
|---|---|
| Industry | Sportswear, clothing |
| Founded | 1952 |
| Founder | David Crystal (licensee) |
| Fate | Licensing agreement ended in 1993 |
| Successor | Izod and Lacoste (separated brands) |
Area served | United States |
| Products | Polo shirts, jackets, sweaters, sportswear |
Izod Lacoste was a sportswear label licensed by Lacoste to Izod from 1952 until 1993.
History of the partnership
In 1953, David Crystal, who owned Izod and Haymaker, secured a 50% stake in the rights to distribute Lacoste products in the United States. The strategy involved merging the well-known "Izod" and "Haymaker" names with Lacoste to elevate brand prestige and introduce Lacoste into the American market. This collaboration led to the creation of the piqué style polo/tennis shirt, which achieved significant commercial success. Due to strong sales, Crystal chose to maintain the combined brand name. The label experienced its height of popularity during the late 1970s and early 1980s, coinciding with the surge in "preppy" fashion. Numerous department stores featured dedicated "Izod/Lacoste" sections showcasing jackets, sweaters, and other apparel items. During this era, annual polo shirt sales reached approximately $150 million.
Decline
As the 1980s drew to a close, interest in the "preppy" aesthetic diminished and excessive market presence contributed to brand fatigue. Additionally, the market became flooded with counterfeit imitations. In the early 1990s, Crystal separated the brands to broaden market reach: Lacoste shifted toward a more upscale segment to restore its elite image, while Izod focused on mid-tier clothing lines. Although this approach initially showed promise, Crystal's company encountered financial difficulties due to unsuccessful investments in labels such as Salty Dog and Gant. Mounting debt led to the termination of the licensing agreement by the mid-1990s. In 1993, Crystal divested his 50% interest in Lacoste to Sportloisirs S.A., Lacoste's original French distributor. Following that company's collapse, Izod was acquired by shirt manufacturer Van Heusen.
Today
Both Izod and Lacoste continue to manufacture similar piqué polo shirts but operate as separate entities. Lacoste polos are distinguished by their crocodile emblem, whereas Izod features a monogram crest logo. Izod has undergone multiple repositioning efforts and currently serves the mid-market preppy and performance apparel segments. Conversely, Lacoste maintains its status as a premium luxury brand. Each retains a robust presence within their respective markets.