For the first time in its history, French fashion brand Lacoste is switching out its iconic crocodile logo for 10 endangered species. Josh King explains:
“Make the logo bigger!” clients cry. Rarely do they ask to see it disappear.
But that’s exactly what Lacoste is doing. To support the International Union for Conservation of Nature (IUCN), and alongside BETC Paris, the brand’s doing away with the grinning crocodile on a new line of its polos—to make way for animals that could use the visibility more.
“Save Our Species” kicks off a three-year partnership between Lacoste and the IUCN. The campaign spotlights 10 endangered species that will individually appear in a series of limited-edition polo shirts.
The number of shirts available for sale corresponds to the number of animals of each species that remain in the wild. A total of 1,775 shirts have been made; of them, you’ll find 30 Vaquitas (a type of porpoise) and 450 editions with the Anegada Rock Iguana.
The Lacoste croc has graced the brand’s polos for 85 years. It’s an homage to founder René Lacoste, who was dubbed “The Crocodile” because of his tenacity on the tennis court. The “Save Our Species” partnership marks the first time the brand has ever initiated a logo change.