Lacoste Replaces Its Iconic Crocodile With Endangered Animals
For the first time in Lacoste’s history, the iconic crocodile is leaving its spot and making way for endangered species.
Lacoste has partnered with the International Union for Conservation of Nature (IUCN) to bring a collection of pique polos featuring 10 threatened animals. The campaign, titled “Save Our Species,” hopes to bring attention to the global state of biodiversity and animal rights. The limited edition line was unveiled during the brand’s Paris Fashion Week show on Wednesday.
The collection features reptiles, birds, and mammals, with the number of polos produced corresponding to their remaining population sizes in the wild. As there are only 350 Sumatran tigers (estimated by IUCN’s experts), the tiger polo will only have 350 pieces. The 10 animals were created using the same embroidery method as the brand’s crocodile.
A total of 1,775 polo shirts are available for sale on the Lacoste French website. Proceeds of the line will benefit wildlife conservation worldwide. The idea was conceptualized by advertisement agency BETC Paris, which is also inaugurating a three-year partnership with the Lacoste and IUCN. Lacoste creative director Felipe Oliveira Baptista notes, “This is our way of planting trees in 2018.”
Lacoste’s crocodile has appeared on the brand’s products for over 85 years. The logo is a homage to founder René Lacoste, a tennis player that was nicknamed “Le Crocodile” after reportedly making a bet with a French Davis Cup captain.
View the full collection below:
The Burmese Roofed Turtle
The Northern Sportive Lemur
The Javan Rhino
The California Condor
The Sumatran Tiger
The Anegada Ground Iguana
Watch the Lacoste x Save Our Species campaign video below:
Aside from shopping the limited line, you can fight for wildlife conservation by donating to IUCN’s Save Our Species or by spreading the word through the hashtag #LacosteSaveOurSpecies on Facebook, Twitter, or Instagram.