For the first time in it’s 85 year history, French fashion brand Lacoste is ditching their iconic crocodile logo. For those not in the know, you’ve probably seen the little crocodile embroidered on a polo shirt or two in the place of a Polo player on your local golf course, or on Novak Djokovic's tennis kit. It's a big deal, just ask your Dad.
The shock move comes with an announcement that ten endangered species will replace the temporarily benched croc for a capsule range. The new logos will all feature animals that are facing a severe threat of extinction in an initiative named ‘Save the Species’. The project is a commitment between Lacoste and the International Union for Conservation of Nature (IUCN) in hopes of supporting endangered species around the world.
The animals replacing the traditional crocodile consist of the Vaquita porpoise, Burmese roofed turtle, Northern lemur, Javan rhino, Cao-vit gibbon, Kakapo parrot, California condor, the Saola, Sumatran tiger, and the Anegada ground iguana.
In an equally genius and depressing move that highlights the dwindling numbers of these animals in the wild, the brand has produced the same amount of shirts per animals left in the wild. For example, only 30 shirts featuring a Vanquita porpoise logo will be sold, as there are only 30 of these porpoise left in the wild.
The collaboration will take place on Lacoste’s famous white polo, with an embroidered animal tastefully placed on the left chest area where the croc usually hangs out. And if that doesn’t seal (animal pun intended) the deal for you, the $185 you spend will participate in helping IUCN and Lacoste in the fight for wildlife conservation worldwide. While the official statement says that the shirts are only available in the US and part of Europe... it's 2018, you can make it happen.
With limited stock numbers and a promised three-year partnership between Lacoste and the IUCN, expect old mate croc to be sidelined further in the future. And with such a great cause behind his removal, I’m sure he’s more than OK with it.