The ultimate guide to Lacoste: History, data, and how to sell without falling for counterfeits
Talking about vintage fashion and success on second-hand platforms is, indisputably, talking about the famous crocodile.
Lacoste was founded in 1933 in France by René Lacoste and André Gillier. René was not a designer, but a tennis champion nicknamed “The Crocodile” due to his tenacity on the court.
Tired of the uncomfortable clothes used to play, he invented the modern polo shirt using petit piqué cotton fabric, seeking to create a light, breathable garment that allowed total freedom of movement.
Furthermore, he was a pioneer in something that would change fashion forever: it was the first brand to display a visible logo on the outside of the clothing.
Today, this classic is a fundamental pillar on C2C platforms (Consumer to Consumer), attracting thousands of buyer and seller profiles interested in textile re-commerce.
The key data: The crocodile's empire in today's market
To understand why Lacoste works so well in resale, we must first look at its numbers in the primary market.
The company generates approximately between 2.5 and 3 billion dollars annually globally. Its products are mainly sold in fashion giants such as France, the United States, the United Kingdom, and Italy.
Although the crocodile is always associated with France, production is international.
While its Premium collections or limited editions still carry the Made in France stamp (manufactured in Troyes), the brand also produces in countries like Peru (famous for the excellent quality of its Pima cotton), Morocco, Tunisia, El Salvador, as well as in Asian plants in China, Vietnam, or Thailand to meet the high demand for the brand.
In official stores, the retail price reflects its premium status: a basic t-shirt ranges between €50 and €80.
Its classic polo shirts start at €85 and can exceed €120, and sweatshirts are usually priced between €120 and €180.
Precisely because of these prices, the search volume for Lacoste in the second-hand market is massive, turning the brand into a golden opportunity for re-commerce sellers.
How to know if a Lacoste garment is a counterfeit
If you are dedicated to buying and selling, dealing with counterfeits is your daily bread.
Some of the best ways to know if a Lacoste garment is fake or not are the following:
1) Look at the logo: The Lacoste logo has had different designs over time, and there are variations in how a crocodile from the 70s looks compared to today.
However, fake polo shirts are often badly stitched on the inside; on originals, the logo stitching is high quality and shouldn’t be noticeable on most garments. Embroidered logos can have a faint white line as a border.
The manufacturing details of the patch are the most determining factor: a fake logo has small flaws like poorly defined teeth, a deformed tail (sometimes with an odd roundness), and badly delimited legs.
A quick tip: Lacoste logos that are white belong to special or limited editions; these garments are usually more expensive by default.
2) The tag and the “Izod” mystery: Keep in mind that Lacoste has different categories in its product line and has been producing clothes for many decades, resulting in variations depending on the factory.
Normally, the tags are very clean, including the logo and a number representing the size (Lacoste uses numbers from 2 to 9 instead of S, M, L). The tag’s thread is usually the same color and type as the seams.
A key detail is size inconsistency: if the garment is clearly mismatched with the indicated size and it’s not a special edition, it’s usually a fake.
Additionally, you might come across tags that say “Izod Lacoste”. Don’t panic, they aren’t fake: from 1950 to the early 90s, Lacoste sold the distribution rights in the United States to the Izod company, creating iconic pieces that are true vintage gems today.
3) Care label and the Devanlay stamp: Lacoste makes high-quality garments, and the required care is very specific. Always look for a very well-defined care label.
In the European market, it’s common to see the Devanlay tag (the brand’s historical manufacturer).
However, some replica manufacturers recycle official care labels on fake garments; therefore, you must check not only that the tag is present, but that it is perfectly stitched to the garment.
4) The buttons: In the case of polo shirts, buttons are key. They are usually pearly (mother-of-pearl), with vertical stitching, and completely smooth.
There are special or Sport editions where the buttons feature the Lacoste letters and logo, but that’s not common on classics. Also, original garments usually come with a spare button stitched extra on the care label.
If there are differences or a lack of symmetry among the attached buttons, it could be a heavily used polo shirt for which you should pay less.
5) Quality to the touch: Although it’s not a numerical factor, it is decisive.
To the touch, Lacoste’s petit piqué fabric (excluding the Sport lines) is usually of a very good and recognizable quality. The fabric of a counterfeit product usually feels rough, thin, or low quality.
Where to buy vintage Lacoste: Official and unofficial options
If you want to stock up your wardrobe for resale, you have two major paths:
Unofficial options:
The main web portals like Vinted, Wallapop, eBay, and Etsy are perfect sites to buy vintage or pre-owned Lacoste garments at a relatively low price if you know how to negotiate and look well. But they aren’t the only ones:
Bulk/Wholesale suppliers: If you are going to buy a large number of polo shirts for business, I recommend buying from national suppliers with whom you can have a smooth conversation. Apply the tips above so you don’t end up buying a batch of counterfeits at original prices.
Flea markets: On Sundays, you can find Lacoste polo shirts at flea markets. They aren’t necessarily fake just because they’re there; you just have to have a good eye and be critical.
Thrift/Second-hand stores: Here you have a slight advantage, as the staff can help you and clear up any doubts. It’s very rare for these stores not to separate products based on whether they are counterfeits or not.
Under no circumstances: It is not recommended to buy Lacoste garments on resale websites advertised as new at absurdly cheap prices (like €4) thinking they are original. They are usually Chinese manufacturers pushing very low-quality replicas.
Official options:
If you prefer brand-new or deadstock products to resell with tags, you can go directly to the Lacoste website, their physical stores, and their Outlets.
Furthermore, recognized online stores with significant brand weight like ASOS or Zalando have contracts with the brand, so even if you get discounts, you have the absolute guarantee that they are genuine.
My experience: Where and how to sell Lacoste on Vinted and Wallapop
For years, I have sold Lacoste clothing on Vinted and Wallapop and have never had any issues.
Occasionally, I’ve received notices from Vinted recommending I improve the photos or look closely at details to ensure the polo was genuine.
Vinted is very strict when punishing replicas, and they can block your account, so if you are going to post a polo from the brand and have the slightest suspicion that it might be a counterfeit, I recommend that you mention it in the description.
Lacoste is a brand that is highly successful when selling; it always has a constant demand and is not seasonal, especially the polo shirts.
When setting prices, keep this in mind: do not sell special polo shirts and highly demanded colors at the same price as the rest. Polo shirts in navy blue or dark green, as well as those with a white logo, should be priced higher.
You might face issues with people who are used to buying fake items and think that paying €20 or €25 for an original second-hand polo shirt is expensive. It’s not expensive; it’s a standard price that works very well.
In my experience, the selling prices that work best are between €18 and €25, occasionally reaching €30 (for pristine pieces) or dropping to €15 depending on wear and the type of polo.
I recommend that in your listings, you emphasize that it is a high-quality garment, and since it is original, explain why (show photos of the tags and buttons). This usually reassures hesitant and inexperienced buyers.
And if you want to know more profitable opportunities for your closet, visit our article on [other winning products to sell on Vinted and Wallapop this summer!!]
Conclusion: Multiply your vintage clothing sales with EasyWList
The textile re-commerce market is booming. Identifying original garments from powerful brands like Lacoste will ensure you recurring sales at profitable prices.
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