Lacoste Supports Endangered Species

In a move that marks a new three year partnership with the International Union for Conversation of Nature (IUCN), Lacoste have replaced their signature crocodile emblem with a series of endangered species to raise awareness for animals in danger of extinction. The original logo was invented by Robert George in 1936 and has never been changed or replaced until now. Amongst the ten species featured in the campaign is the Sumatran tiger, the Javan rhino and the Kakapo parrot.

The French brand has smartly matched the amount of shirts produced with the estimation for the population of that species in the wild. Of the total 1,775 shirts, the gulf of California porpoise had the smallest print run with just 30 shirts available and the Andega Rock Iguana the most with 450 editions. The shirts have been released for £132 on the brands website with proceeds from the campaign being directly donated to the IUCN in aid to protect natures finest. “By buying a polo, you participate in helping IUCN and Lacoste in the fight for wildlife conservation worldwide,” a statement from the brand reads.

Following the announcement of the campaign on 1st March, the polo shirts immediately sold out leaving many fans disappointed they couldn’t get their hands on the new editions. The collection was released in line with the label’s AW18 collection shown at Paris Fashion Week; which also featured a series of prints incorporating images of the ten most threatened species. Wildlife expert Jeff Corwin applauded Lacoste's efforts and said he hoped it would inspire other companies to take on similar projects. "It's a great start and I'm hoping it's just the beginning and inspires other companies to follow suit," Corwin told CNN. "Maybe Jaguar will do something for jaguars. Ram trucks maybe will start protecting big horn sheep."

This year, we have already seen many fashion related campaigns with a heightened focus on social responsibility, epitomising the development of importance the fashion industry places on the inclusion of nature and understanding our part in maintaining this beautiful planet. The industry is one of the worlds most powerful and is thankfully being used more to preach about issues that really matter.