Contemporary reporting and Superbrands documentation confirm the brand’s 1947 founding date and Singaporean origin.

Foundation in Singapore

The history of CARTELO traces back to 1947 in Singapore. The brand evolved from a Singapore-based Crocodile clothing business linked to Dr. Hian-Tsin Tan, whom Superbrands identifies as the founder of CARTELO Crocodile. Contemporary reports from China Daily similarly cite Tan Hian Tsin as one of the founders of the Singapore-based Crocodile line 1.

The company became notable for adopting a crocodile as its primary visual identity, placing CARTELO within a distinctive group of 20th-century Asian and international apparel brands that utilized crocodilian imagery.

A significant historical distinction is that CARTELO and Lacoste developed independently. Superbrands notes that Crocodile in Singapore, Lacoste in France, and Izod in the United States emerged separately during the 1940s, each developing crocodile or alligator-related branding without mutual affiliation.

Expansion across Asia

In the decades following its establishment, the Singapore-based business expanded beyond its domestic market. Reports describe Crocodile International as having maintained a substantial international distribution network, with operations spanning numerous Asian countries. By the early 2000s, the company was reported to operate hundreds of stores and galleries internationally.

Market positioning for CARTELO varied by region. For instance, a 2003 Indian business report described Cartelo as a premium fashion brand aimed at fashion-conscious, upper-class consumers, featuring products made from internationally recognized fabrics 2.

China emerged as one of CARTELO’s most significant overseas markets. The brand entered mainland China in 1993 8. Contemporary sources indicate that Shanghai Eastern Crocodile Apparels Co., Ltd. was established in connection with this expansion 22. A Singapore High Court judgment further records that an associate company, Cartelo Singapore Pte Ltd, incorporated a wholly owned Shanghai subsidiary in 1994.

CARTELO subsequently built an extensive retail network in China. Superbrands material reported more than 1,000 exclusive shops and boutiques in the country, while other historical sources cite even higher figures depending on the year and outlet definition.

In China, the brand is known by the name:

卡帝乐鳄鱼

This translates roughly to “Cartelo Crocodile.”

A defining aspect of CARTELO’s history involves its relationship with other crocodile-logo fashion brands, particularly Lacoste.

CARTELO’s crocodile logo predates Lacoste’s expansion into many Asian markets. According to contemporary reporting, CARTELO registered its crocodile figure and English lettering in Singapore in 1951 3.

As Lacoste expanded into Asia, the two companies became involved in trademark disputes, particularly in China where both sought to protect their respective identities. Statements reported by China Daily indicate that the brands reached an understanding in 1983 regarding their trademarks. Tan Hian Tsin stated that the CARTELO and Lacoste crocodiles could be distinguished by their orientation and other branding characteristics 4.

Despite this earlier agreement, disputes resurfaced as both brands expanded in China during the 1990s and early 2000s. Intellectual property proceedings in the Philippines also record a CARTELO AND CROCODILE DEVICE trademark application filed by Crocodile International, although this specific application was voluntarily withdrawn in 2009 10.

CARTELO’s identity has historically been defined by several core elements:

The crocodile

The crocodile serves as the brand’s definitive visual element, providing CARTELO with a recognizable identity that remains prominent in its traditional logo and apparel.

Casual and everyday fashion

Rather than haute couture, CARTELO has traditionally been associated with casual clothing and menswear. Its product universe encompasses shirts, T-shirts, trousers, jackets, and other everyday apparel.

Asian internationalism

While Singapore is the brand’s historical birthplace, CARTELO’s development has been intrinsically linked to the broader Asian market. China became particularly pivotal following the brand’s entry in 1993.

Accessible premium positioning

CARTELO has occupied varying market positions depending on the country and era. While positioned as mainstream casualwear in some regions, historical reporting in India specifically characterized Cartelo as a premium line targeting affluent, fashion-conscious consumers.

Historically, CARTELO’s product range has included:

• Men’s shirts
• Polo shirts
• T-shirts
• Casual trousers
• Jeans and bottoms
• Jackets and outerwear
• Sweaters and knitwear
• Sports and casual clothing
• Bags and luggage
• Wallets and small leather goods
• Other fashion accessories

Trademark filings demonstrate that the brand’s commercial scope extends beyond clothing to include backpacks, handbags, wallets, suitcases, umbrellas, and other accessories 9.

Superbrands material also highlights specialized fabrics associated with the brand, including anti-ultraviolet, “ever-cool,” and anti-radiation fabrics 5.

CARTELO has a documented history of intellectual property activity in the Philippines. The Philippine Intellectual Property Office records an application for the mark “CARTELO AND CROCODILE DEVICE”, filed in 1999 by Crocodile International Pte. Ltd., Inc. This application was later voluntarily withdrawn, and the opposition proceeding was dismissed as moot and academic in 2009 10.

While this legal history confirms the brand’s past interest in the Philippine market, it does not independently establish current retail operations. However, CARTELO products remain visible in the Philippine market through secondary platforms. Listings for CARTELO T-shirts, polo shirts, and dresses appear on local resale and e-commerce platforms such as Carousell 12131415. Additionally, TikTok Shop Philippines has featured listings for CARTELO branded apparel, including embroidered polo shirts and casual wear 1718192021. These channels suggest continued consumer recognition and availability of the brand in the Philippines outside of traditional exclusive retail networks.

China represents a critical chapter in CARTELO’s corporate history. Following its 1993 entry, the brand established substantial distribution and retail infrastructure comprising department store counters, standalone stores, flagship locations, shopping center boutiques, and online retail channels.

Historical sources describe the brand as having more than 1,000 Chinese shops and boutiques, with some industry sources reporting over 2,000 outlets at peak expansion points. These figures should be treated as historical data rather than current store counts, as they refer to varying years and definitions of retail outlets 16.

The Shanghai operation became central to the brand’s Chinese business, with the corporate relationship between Cartelo Singapore and its Shanghai subsidiary confirmed by Singapore High Court judgments.

CARTELO maintained a presence in India through Crocodile Products Private Limited, a joint venture involving Crocodile International. In 2003, The Economic Times reported plans to introduce CARTELO into selected Indian galleries as a premium fashion line, distinguishing it from the company’s other brands. At that time, the broader Crocodile business reportedly operated dozens of exclusive galleries across India.

It is necessary to distinguish between the CARTELO brand, the Crocodile International business, and individual corporate entities carrying the CARTELO name.

For example, CARTELO CROCODILE PTE LTD was incorporated in Singapore on January 13, 1996. Singapore corporate records list its principal activity as wholesale of adult clothing, but this specific legal entity was subsequently struck off in 2017 411.

The dissolution of this specific entity does not necessarily mean that the CARTELO trademark or wider brand ceased to exist. A fashion brand and a specific corporate entity are distinct legal concepts. The historical relationship is complex because CARTELO operated through various subsidiaries, licensees, and distributors across different countries.

Due to shared use of crocodile imagery, CARTELO and Lacoste are sometimes confused.

Crucially, CARTELO is not a subsidiary or offshoot of Lacoste. Historical reporting describes them as separate businesses that developed independently before encountering trademark disputes.

The brand name is generally stylized as CARTELO. It is frequently accompanied by a crocodile device and, particularly in China, the Chinese name 卡帝乐鳄鱼.

Some secondary Chinese sources suggest the word CARTELO was constructed from combinations such as “car” + “tel” + “unisex.” However, this explanation is not firmly established as historical fact, appearing primarily in secondary brand-profile material rather than primary documentation 6.

CARTELO occupies a notable place in fashion history as a Singaporean apparel brand that developed an international Asian footprint decades before the recent rise of Southeast Asian fashion labels.

Its history is significant for:

1. Its 1947 Singapore origin 7
2. Early adoption of a crocodile trademark
3. Expansion throughout Asian markets
4. Major development in mainland China after 1993
5. Establishment of a large historical Chinese retail network
6. Competition and trademark disputes with other crocodile-logo brands
7. Evolution from traditional casualwear toward premium fashion positioning in select markets

The brand’s narrative is more complex than simply describing CARTELO as a “Chinese clothing brand”: its historical roots are Singaporean, while China became one of its most important commercial markets 6.

• 1947 — Crocodile/CARTELO business established in Singapore 7.
• 1951 — Singapore Crocodile business registered its crocodile figure and English lettering 3.
• 1983 — Historical agreement concerning respective crocodile trademarks of CARTELO/Crocodile and Lacoste reported.
• 1993 — CARTELO entered mainland China 8.
• 1994 — Cartelo Singapore established a Shanghai subsidiary, Shanghai Eastern Crocodile Apparels Co., Ltd.
• 1996 — CARTELO CROCODILE PTE LTD incorporated in Singapore 11.
• 1998 — CARTELO obtained trademark acknowledgement/protection in China under the “Cartelo Crocodile” designation 9.
• 1999 — CARTELO and crocodile-device trademark application filed in the Philippines 10.
• 2000s — CARTELO developed major retail presence in China, with historical sources reporting more than 1,000 outlets.
• 2003 — CARTELO positioned as premium fashion line in India; Chinese operations continued expanding.
• 2009 — Philippine trademark application voluntarily withdrawn 10.
• 2017 — Singapore legal entity CARTELO CROCODILE PTE LTD struck off register 11.

1. The founder, Dato’ Dr Tan, and the chairman
2. （CARTELO）卡帝乐鳄鱼官网 _卡帝乐鳄鱼加盟_全球时尚品牌网
3. Notice of Allowance for Cartelo
4. CARTELO CROCODILE PTE LTD (199600312D) – Singapore Company
5. 卡帝乐鳄鱼（CARTELO）：国际知名休闲男装品牌的发展与成就
6. 卡帝乐鳄鱼(CARTELO)标志图片及品牌介绍_标志网
7. （CARTELO）卡帝乐鳄鱼官网 _卡帝乐鳄鱼加盟_全球时尚品牌网
8. CARTELO Trademark of CROCODILE INTERNATIONAL PTE LTD – Registration Number 3230123 – Serial Number 76468224 :: Justia Trademarks
9. CARTELO – Crocodile International Pte Ltd Trademark Registration
10. CARTELO – Crocodile International Pte Ltd Trademark Registration
11. CARTELO CROCODILE PTE LTD (199600312D)
12. 100+ Cartelo For Sale | Tshirts & Polo Shirts | Carousell Philippines
13. Cartelo For Sale | Dresses | Carousell Philippines
14. Cartelo dress For Sale | Carousell Philippines
15. cartelo dress – View all cartelo dress ads in Carousell Philippines
16. CARTELO是什么牌子_卡帝乐鳄鱼品牌是什么档次？-百强排行网
17. CARTELO Brand Men’s T-shirt Fashion Men’s Clothing Summer Sports – TikTok Shop Philippines
18. Cartelo & Red Polo Shirt Men Short Sleeve Summer Crocodile Embroidery – TikTok Shop Philippines
19. Embroidery CARTELO Brand Spring Autumn Wear Resistance New Men’s – TikTok Shop Philippines
20. CARTELO Summer New Brand Embroidered Polo Shirt cheap and fine – TikTok Shop Philippines
21. Embroidered CARTELO Polo New Summer Polo Shirt Men High Quality – TikTok Shop Philippines
22. Shanghai Cartelo Crocodile Industries Co Ltd – Company Profile and News – Bloomberg Markets