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Lacoste replaces iconic crocodile logo

Fashion brand Lacoste is raising awareness about endangered species in a very special way: it replaces its iconic crocodile logo with other endangered animals.

For the first time in its history, Lacoste is switching its iconic crocodile logo in favour of 10 endangered species. Lacoste’s decision to produce a lineup of limited-edition polo shirts that replaced its iconic crocodile logo with the images of 10 endangered species was a direct hit. The campaign brought attention to the Save Our Species campaign to help fight extinction.

The number of shirts produced by the retailer corresponded to the remaining population sizes of each endangered species in the wild. A total of 1,175 shirts were sold representing rare reptiles, birds and mammals. The 10 species that are represented are:

  • Vaquita (Gulf of California porpoise): 30 shirts
  • Burmese roofed turtle: 40 shirts
  • Northern sportive lemur: 50 shirts
  • Javan rhino: 67 shirts
  • Cao-vit gibbon (ape): 150 shirts
  • Kakapo (parrot): 157 shirts
  • California condor: 231 shirts
  • Saola (herbivore): 250 shirts
  • Sumatran tiger: 350 shirts
  • Anegada ground iguana: 450 shirts

The shirts were launched during Paris Fashion Week last week, and proceeds went to the union in the fight for wildlife conservation, according to Lacoste.