Lacoste is putting its weight behind a campaign to save the world’s most endangered species – by replacing its iconic crocodile logo in favour of a menagerie of ten critters that are threatened by extinction.
The move will see the fashion brand pull the famous reptile icons from its polo shirts for the first time in its 85-year history to make way for a limited edition set of garments developed by creative agency BETC Paris in partnership with the International Union for Conservation of Nature.
Each threatened species will be immortalised in polo shirt form in a limited production run corresponding to the number of remaining individuals thought to exist in the wild. At one end of the scale this will see just 30 vaquita porpoise branded shirts produced while the Anegada Rock iguana will adorn 450 garments.
In total Lacoste has produced some 1,775 polo shirts for its promotional production run, which are being launched at the brands official runway show at Paris Fashion Week and are now available for sale on the brand's website.
The promotion marks the start of a three-year partnership between the brand and BETC.
In 2015 the WWF launched an #endangeredemoji initiative to raise awareness of the plight of animals on the critical list.