78. Lacoste

Although it is a large umbrella made of many different companies (Lacoste footwear, clothing, and scents are all made by different groups), the Lacoste brand remains consistent as a mark of preppy European quality. French designer Christophe Lemaire's work to create a more modern, upscale look helped rejuvenate the clothing in the mid 2000s, helping confirm the quality mark of the little alligator.

Lacoste claims that the alligator on the chest of its classic tennis shirt in 1933 was the first time that a brand was outwardly shown on a piece of clothing. However, the "Jantzen girl" logo appeared on the outside of Jantzen Knitting Mills' swimsuits as early as 1921.

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