Fashion brand Lacoste supports species conservation

The iconic crocodile logo of Lacoste is leaving its traditional spot for the first time since the clothing brand was founded in 1933: in a strictly limited edition, the French company — which has belonged to the Swiss investor family Maus since 2012 — is releasing polo shirts featuring endangered animal species as the logo.

Lacoste is making a statement: for ten of the world's most endangered species, the crocodile is vacating its place in the logo for the very first time. What's behind it? A campaign designed to make people stop and think.

Endangered species instead of a crocodile

It is the first time in Lacoste's history that the iconic crocodile logo does not appear on its polo shirts. To raise awareness of species conservation, the Parisian fashion brand has designed ten very special polo shirt variations in cooperation with the international non-governmental organisation IUCN.

What makes them special: instead of the crocodile, each shirt features an endangered animal species. Furthermore, the number of polo shirts is limited to 1’775 pieces, as the availability of each individual shirt corresponds to the number of surviving animals of that species.

It is alarming that in the case of the vaquita, for example, this number amounts to no more than 30 individuals.

Collection sold out in two days

The campaign bears the title “Save Our Species” and aims to draw attention to the global extinction of species. The limited-edition polos were available for purchase at €150 each. Demand was so high that all shirts from the extraordinary collection sold out within just two days. All pieces combined are estimated to have brought in the equivalent of CHF 306’800 for the manufacturer. The proceeds go towards protecting the endangered species.

The campaign is likely a marketing bargain for Lacoste. Even a few hundred thousand francs would barely make a dent at a company with annual revenues of around 2 billion francs.

Lacoste emphasizes, however, that high social and ecological quality standards apply to the production of its goods, regardless of where in the world its facilities are located. The company has been a member of the United Nations Global Compact, an initiative for sustainability, since 2012, among other commitments. Lacoste launched a wildlife protection program for crocodiles and their habitats as early as 2009. More on biodiversity and environmental and nature conservation.