1930 The No. 29, Le Coq Sportif’s First Cycling Jersey, in the 1930 Catalog
Some of our earliest cycling jersies were already in catalogs after we finished designing it. The jersey’s wool material fits the body snugly, absorbs sweat and dries quickly. It has large pockets in the front and back because cyclists had little help back then.
Now they have a support car, the yellow Mavic, which was introduced in 1973. But before then, competitors had to carry their own spare tires on their two shoulders, over their necks, along with food and drinks in the pockets.
They brought along tools to fix punctures tires and other problems on their own.
The big front and back pockets were thus essential.
Another interesting fact is that there were already many kinds of jerseys to choose from. There were shirt collars, stand-up collars and sailor collars. As for cycling pants, there were four lineups including one with jersey material padding, one with inside chamois leather padding, a pro model with both features, and an entry-level type with none.
Made-to-Order Sportswear, Acknowledged as the Clothing Champions Wear
The jersey appeared in various sports club catalogs. Order forms came in on the morning truck, and products shipped out in the afternoon to Paris.
Back in those days, many orders were “made to measure,” also known as “tailor-made” or “made to order.” Much like an haute couture workshop, each item is made one at a time, and every one requires perfection.
Le Coq Sportif made its fame by answering such steep demands. In addition to cycling clothing, many champions from other sports have worn the brand, as it is used by Racing Club de France, the Stade Francais rugby union club,
as well as numerous soccer clubs including Red Star and Le Havre. The product quality itself became an advertisement
that built brand awareness.
Roland Camuset “The Story of Le Coq Sportif” Brand of French Teams