The Lacoste crocodile, which suffered a loss of cachet after having reached its peak popularity during the 1970s and 1980s, has reclaimed its status as an emblem of luxury. The brand's rebirth is due in part to a resurgence of vintage brands like Pucci and Puma, a rise in price point of its signature shirts and endorsement deals with tennis star Andy Roddick and two-time Masters golf champion Jose Maria Olazabal.

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