Lacoste released an endangered species collection last week. The polo shirt usual crocodile logo was swapped for the images of 10 endangered species in an effort to raise awareness and help counter their threat of extinction. On the left breast of the shirt, we can the Gulf California porpoise, the Burmese roofed turtle, the Sumerian tiger, the Anegada ground iguana and the northern sportive lemur, amongst others.
Only 1175 t-shirts were released on the market, and these numbers were calibrated for each series to the amount of the remaining animals in the wild; i.e. only 30 were released with the California porpoise, while 450 were available with the Anegada iguana. T-shirts have already sold out after less than a week on the market and proceeds went to the sponsor of the event, the International Union for Conservation of Nature (IUCN). This is the start of a three-year partnership between the brand and the IUCN.
“The Lacoste crocodile is one of the world’s most iconic logos, proudly displayed on the brand’s famous polos for the past 85 years,” said the Lacoste in a statement. “For the first time in the brand’s history, BETC has initiated a change of the logo.”
“Lacoste and BETC worked closely with IUCN’s experts to define and select ten threatened species, whose animals have been designed by the Lacoste studio to create the logos, adopting exactly the same embroidery approach as the historic Crocodile,” it continued.
The element of design in this campaign is so basic and yet so powerful. Lacoste has found a way to stay true to its aesthetic, raise awareness at all levels of consciousness, but also catered to the fashion fanatic. It is the sweet balance between targeting people who care about the endangered species and would love to spend about £135 for proceedings to go to the IUCN, and the people who crave and need the exclusivity of these polos. The hype and the cause all gelled into a recipe for success: sales, interest, fashion, nature, awareness, responsibility.