Lacoste has replaced its iconic crocodile logo with endangered species in an exclusive collection of 10 polo shirts in partnership with the International Union for Conservation of Nature.
The Lacoste x Save Our Species line sees embroidered appliques of the Anegada Ground Iguana (only 450 left in the wild), the Sumatran Tiger (350), the Saola (250), the California Condor (231), the Cao-vit Gibbon (150), the Kakapo (157), the Javan Rhino (67), the Northern Sportive Lemur (50), the Burmese Roofed Turtle (40) and the Vaquita (30).
The quantity of shirts available to buy corresponds to the numbers of how many of each breed remains in the wild. All proceeds of the sale of the shirts will benefit conservation efforts for the species worldwide accordingly.
The collection, which was developed with creative agency BETC Paris, launched alongside the brand’s runway show at Paris Fashion Week yesterday, which also referenced a tree development project first established by Rene Lacoste and his wife at the start of World War II.
The initiative protected a dozen forestry workers in France from being sent to labor camps during the German occupation, and saw 50,000 trees being planted. That served as inspiration for the new season’s main collection, as well as the endangered species polo shirts.
As the brand’s current designer Felipe Oliveira Baptista said: “This is our way of planting trees in 2018.” It marks the start of a three-year partnership between Lacoste and the International Union for Conservation of Nature.