Croc Out, Critters In: Lacoste Trades Iconic Logo for Endangered Species in Bold Conservation Move

January 16, 2021

The Crocodile Takes a Backseat

In a historic and innovative move, renowned French fashion brand Lacoste temporarily replaced its iconic crocodile logo with ten different endangered species as part of a campaign to raise awareness about wildlife conservation. This bold initiative, launched in collaboration with the International Union for Conservation of Nature (IUCN), highlights the urgent need to protect endangered species from extinction.

Since its inception in 1933, Lacoste’s green crocodile logo has been one of the most recognisable emblems in fashion. Originally inspired by the brand’s founder, tennis legend René Lacoste, who was nicknamed “The Crocodile” for his tenacity on the court, the logo has remained an integral part of Lacoste’s identity. However, in 2018, for the first time in the brand’s history, the crocodile logo was temporarily replaced as part of a partnership with the Save Our Species programme by IUCN.

The campaign featured ten endangered species whose numbers in the wild were critically low. Each species was represented by its own limited-edition polo shirt, with the number of shirts produced corresponding to the number of animals still surviving in the wild. For example, only 350 shirts were made with the logo of the Javan rhinoceros, mirroring the estimated 350 remaining in the wild at the time. Similarly, 50 polo shirts featured the vaquita porpoise, reflecting its shockingly low population numbers.

The Ten Endangered Species

The ten species chosen for the campaign were selected based on their urgent conservation needs. Each of these species faces significant threats from habitat destruction, poaching, climate change, and human activity. The species featured in the campaign were:

Javan Rhinoceros – Critically endangered with fewer than 70 individuals left.
Vaquita Porpoise – The world’s most endangered marine mammal, with only about 10 remaining.
Cao Vit Gibbon – A rare ape with fewer than 150 left in the wild.
Northern Sportive Lemur – An endangered primate found in Madagascar, with a population of around 50.
Yangtze Giant Softshell Turtle – Only three known individuals left, making it one of the rarest species on Earth.
Kakapo Parrot – A flightless, nocturnal parrot native to New Zealand, with a population of around 140.
Anegada Rock Iguana – A critically endangered species of iguana native to the British Virgin Islands.
Addax – Also known as the white antelope, fewer than 100 remain in the wild due to hunting and habitat loss.
California Condor – A bird of prey that was once nearly extinct, now recovering but still critically endangered.
Saola – Known as the “Asian Unicorn,” this elusive species has fewer than 750 individuals left in the wild.

Each polo shirt in the campaign featured a unique, minimalist outline of one of these animals in place of the traditional crocodile logo. The number of shirts produced was symbolic, raising awareness about the dire situation of these species.

A Fashion Statement with a Cause

This collaboration between Lacoste and IUCN’s Save Our Species initiative sought to bridge fashion with environmental activism, urging the global public to pay attention to the biodiversity crisis. By replacing their iconic crocodile logo, Lacoste made a bold statement about the importance of conservation, using their influence to highlight endangered species in a way that few fashion brands have attempted.

The limited-edition shirts were sold as part of a fundraising effort to support conservation projects for these species. Each purchase contributed to funding efforts to protect the animals and their habitats, helping to drive critical conservation action in areas where these species are most at risk.

Lacoste’s campaign was widely praised for its creativity and its ability to bring the issue of wildlife conservation into the public eye. It demonstrated that major global brands have the power to influence positive change, using their platforms to tackle urgent environmental challenges. The campaign also inspired conversations about how industries like fashion can take more responsibility for their environmental impacts and contribute to global conservation efforts.

As the demand for sustainable fashion grows, Lacoste’s initiative sets a powerful example of how brands can intertwine social responsibility with their identity. By aligning themselves with the fight to save endangered species, Lacoste not only raised awareness but also emphasised the need for collective action to protect the planet’s most vulnerable creatures.

Lacoste’s decision to replace its iconic crocodile logo with images of endangered species was a groundbreaking move in the world of fashion, underscoring the critical role that brands can play in environmental activism. By bringing attention to species on the brink of extinction, Lacoste helped inspire a broader conversation about conservation and the urgent need to protect biodiversity. In doing so, the brand demonstrated that fashion can be a powerful force for good, leading by example in the fight to preserve the planet’s rich and fragile ecosystems.