PARIS: Lacoste is giving its signature crocodile a break for animals that need to be noticed more.
The brand has joined forces with the International Union for Conservation of Nature (IUCN) for the SOS – Save Our Species program. Instead of the crocodile, we’ll be seeing 10 endangered species in the same style.
The collection is not only limited, but each style is limited to the number of the species’ population. A total of 1,775 polo shirts have been made and the fact that this is how much of the ten species exist in total should be an eye-opener for all of us. The vaquita (a type of porpoise) only has 30 of its kind there, so that’s 30 shirts.
Lacoste creative director Felipe Oliveira Baptista told Esquire, “This concept came about and was actually originally programmed for 2019. I said, ‘Guys, this is too important and too urgent [to wait].’ So I tried to push everyone to do it this year.”
He added. “It’s my little scale, but if I can do something and the brand can do something to shine a light on some things and think of the environment, sustainability and get us all thinking… Fashion has always been a great vehicle for messages. And in digital times, it’s going to be even more. There’s some power being taken there.”
Lacoste has had its signature crocodile for over eight decades. The logo was inspired by the creator René Lacoste, who was dubbed “The Crocodile” because of his skills in tennis. This is the first time the logo will leave for this movement.
