Lacoste replaces signature crocodile logo with symbols of 10 endangered species to raise awareness

Lacoste is one of the few luxury clothing brands that has been at the helm of creating environmental awareness. Early last year, the brand swapped its famous crocodile logo in exchange for that of endangered species for a limited-edition line of polo t-shirts. In continuing its efforts to spread awareness, the marquee is back with a similar endeavor, this time again for a batch of its iconic tees.

Created in close association with IUCN’s SOS (Save Our Species) — a nature conservation charity, the new collection of polo t-shirts feature logos of select endangered species, namely: the California condor, the saola, the Sumatran tiger, the Anegada ground iguana, the vaquita, the Burmese roofed turtle, the northern sportive lemur, the Javan rhino, the Cao-Vit gibbon, and the kakapo. Each of the 10 designs is created in limited numbers that correspond to the remaining population of the said species that they each represent, with the smallest batch being that of the California porpoise at just 30 pieces.

Commenting on the collection, Lacoste in a statement said, “For the endangered species of this world, the crocodile abandons its ancestral place.” In the past 85 years, the brand has never once swapped its signature logo- one that was originally created as an homage to founder René Lacoste, who was dubbed “The Crocodile” for how he smashed opponents on the tennis court. The ‘Save Our Species’ polo t-shirts retailed at $185 each with the whole collection currently being stocked-out.


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