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We've expounded on the famously secretive Margiela numbering system a few times, but Mr. Porter took it upon itself to dive deeper into it and a few other logos to get the inspiration and message behind them. Sure, those numbers on the Margiela tag each mean something different, but why did Lacoste go with a fucking crocodile? How about Maison Kitsune's fox? Or Boast's weed plant that's actually a Japanese Maple leaf, but, c'mon, weed?
Rene Lacoste was a well-known tennis player that became known as "le Crocodile" for his grit and ruthlessness on the court as well as losing a bet to win an alligator suit. The press misinterpreted it as croc, the name stuck and Lacoste began wearing alligator blazers to tournaments. How much of that is actually true, we're not really sure. Boast is another tennis-related brand that began much like Nike, selling tennis shirts out of the trunk of a car at the country club. Apparently, the inspiration for the logo was a trip to Japan where founder Bill St John saw a kimono adorned with the leaf. You can judge that one for yourself *hits blunt*. Maison Kitsune on the other hand, went for a more obscure reference. In Japanese, "kitsune" translates to "fox" and is usually portrayed as a magical, shape-shifting creature, which connects to the brand's start as a record label.
There are a bunch more logos broken down in the story, including some non-fashion ones, so peep and learn yourself something.