Lacoste

Lacoste lives off one of the clearest brand signals in clothing: the polo shirt with the crocodile on the chest. By our assessment, its strength is that it can move from sport heritage into casual wear without losing that clean, neat identity. The downside is also part of the formula: the look is very recognisable, so it can feel conservative and familiar rather than adventurous. In practice Lacoste is about polos, sneakers, sportswear, and accessories that want to look tidy without trying too hard. Against other fashion names it sits in the middle ground between tennis-court heritage and everyday smart casual, which is why it keeps a clear lane. The French label gives it a polished, slightly preppy feel, and the crocodile is doing a lot of the work on every shelf.