The most famous French fashion brand—Lacoste on Wednesday, has changed the crocodile logo on its shirts for the first time ever in its history. Crocodile is among the ten most threatened species on the planet.
Lacoste has joined hands with the International Union for Conservation of Nature (IUCN) for launching a polo shirts collection which exhibits the brand swapping out the iconic crocodile icon with ten different endangered species.
This is part of the IUCN’s “Save Our Species” project. The polo shirts collection was unveiled at the Paris Fashion Week 2018. The collection includes ten limited edition polo shirt designs which include rare birds, reptiles and mammals, as per the International Union for Conservation of Nature’s website. The number of polo shirts produced in each series was exactly equal to the number of each endangered remaining species surviving in the wild as estimated by the IUCN experts.
Also Read: Top Clothing Brands in Pakistan
The Lacoste team has made ten limited edition polo shirts, where the iconic crocodile icon has left its historic place on the chest of the classic polo shirt giving its spot to ten endangered species.
Felipe Oliveira Baptista—remarked that it feels good if something could be done for the threatened species.
The Portuguese designer said that he would be careful with the use of crocodile logo—which has a history that dates to 1933. He added that he did not like to plaster the logo everywhere rather he prefers being original with it.
Lacoste is one of the most identifiable logos of the world along with Apple and Coca-Cola.
The campaign also encourages people for showing participation in the cause by purchasing the polo shirts via Lacoste’s Online store and by sharing videos on social media platforms using the (hashtag)#LacosteSaveOurSpecies, among others.
As per IUCN, the project has fallen in the seventieth year of its anniversary.
The campaign is not only engaging with businesses for achieving its mission, however, it also fits with the SOS open partnership approach which welcomes support from all the various sectors of the civil society.