Lacoste held it Fall 2018 show across the weekend in Paris and one of the biggest teasers given by the brand ahead of the presentation was concerning its iconic crocodile logo.
The crocodile has appeared on the left hand side of the brand’s shirts for 85 years however Lacoste has announced that the logo will be replaced as part of its new, three-year partnership with the International Union for Conservation of Nature (IUCN). The temporary move will see the crocodile replaced with 10 of the world’s most endangered animals on a limited edition range of polo shirts.
The new animals include the Sumatran Tiger, Burmese Roofed Turtle, Kakapo Parrot and Javan Rhino and all proceeds from the sale of the shirts will go towards the IUCN’s global programs.
The brand explained on Instagram, “The crocodile is leaving its iconic spot to 10 threatened species through a partnership with the International Union for Conservation of Nature. The number of polos produced for each series corresponds to the remaining population sizes in the wild. By buying one of the 1,775 polos, you participate in helping IUCN and Lacoste in the fight for wildlife conservation worldwide.”
In addition to the polos, the brand also worked images of the endangered species into prints that adorned pieces in its new Fall line.
