Lacoste Substitutes Its Iconic Crocodile Logo to Help Endangered Species

The Lacoste company made a decision to change its logo. But there’s no reason to feel bad about this, the crocodile everyone loves so much will return.

Their goal is to help these endangered species.

For now, it’s been temporarily replaced by the silhouettes of endangered animals — those who need our protection more than anything.

Since the foundation of the company in 1933, the crocodile has always been the logo of the famous polo shirts, and it’s hard to imagine something replacing it. This conscious and temporary change made by Lacoste will give everyone a chance to buy the iconic shirt, but with a different logo. This change is a part of their effort to highlight and support the cause to help protect endangered species.

In the limited-edition series, instead of the crocodile, there is a Sumatran tiger, a black crested gibbon, an owl parrot, a Javan rhinoceros, a vaquita, and other rare animals.


The Lacoste and IUCN collaboration will last for three years and it’s planned that around 1,775 white polo shirts will be made. This is exactly the number of endangered species in the world. Every shirt costs $183 and all the money raised from the sales of the series will be transferred to IUCN to help protect animals from extinction.

The number of white polos showcasing every single kind of rare animal equals the number of living animals at the moment. For example, there are just 350 Sumatran tigers and 67 Javan rhinoceroses.

This project was presented during Paris Fashion Week where the brand also showed their new collection inspired by nature.

If you still can’t imagine Lacoste without its usual logo, don’t be sad. The crocodile will stay on other things and only this collection of white polos will have different logos for now.


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