New Lacoste Collection Designed to Save 10 Threatened Species

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Usually marketed as a tennis brand, Lacoste has released a new collection of animal-friendly polo shirt designs and it is already sold out. The French clothing company known for its iconic crocodile logo has designed a new collection where the famous crocodile is replaced with the 10 most threatened species in the world.

Used as limited-edition logos, these endangered species are the Kakapo parrot, California c40ondor,  vaquita dolphin, Burmese roofed turtle, northern sportive lemur, the saola, Javan rhino, Cao vit gibbon, Sumatran tiger and the Anegada ground iguana.

The new Lacoste collection embroidered with animals is a limited edition series released in partnership with the International Union for Conservation of Nature [IUCN] and BETC Paris. By buying one of these polos from the new Lacoste collection, customers would help wildlife conservation. The sales revenues will be donated IUCN as part of the conservation campaign launched at Paris Fashion Week.

Courtesy of Lacoste

Interestingly, the quantity of polos remaining for each species represents the number of corresponding animals remaining in the real world. For instance, the polo with the Vaquita dolphin logo is produced only in 30 specimens, as this is the number of dolphins available in the world making it at great risk of being endangered.

Courtesy of Lacoste

This new Lacoste collection marks as a bold marketing move by Lacoste since classic green crocodile logo is a major part of the Lacoste brand identity. Ad agency BETC Paris is the mastermind behind this clever idea.

Courtesy of Lacoste

Many of the public fans of the fashion label are quite impressed with the new Lacoste collection containing 1,775 polo shirts which have been sold out instantly.This is the first time in Lacoste’s history of 85 years to make any changes to their famous logo.

Courtesy of Lacoste

“By buying a polo, you participate in helping IUCN and Lacoste in the fight for wildlife conservation worldwide,” according to an official statement from Lacoste.

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