SAVE OUR SPECIES
Partnering with the International Union for Conservation of Nature (IUCN), fashion brand Lacoste has switched their signature crocodile logos on their polo shirts to 10 endangered species in attempts to raise awareness for the animals in their new ‘Save Our Species’ line.
For the first time in the company’s 85 years of operations, they have swapped their logo for a praise-worthy cause. Some of the animals represented on these shirts include the Sumatran Tiger, Kakapo Parrot, and the Javan Rhino with only 350, 157, and 67 of these shirts produced respectively. The produced amount of limited edition shirts correlated to the estimated amount of the species left in the wild, bringing more attention to the dwindling numbers and the animal’s struggle for survival. With a 3 year partnership, the sales from Lacoste’s new shirts, costing £140 each, will go directly to the International Union for Conservation of Nature to help protect the endangered animals.
Presented at Paris Fashion Week, the shirts were instantly a hit. With 1,775 shirts produced in total, the line quickly sold out of shirts within hours of their release. This equates to about £248,500 in donations to the IUCN.
There has been a mass of positive reception towards Lacoste’s innovative and forward-thinking idea. Those purchasing the polo shirts who weren’t aware of the endangered species are now made aware of their existence and struggles.
Not only are animal rights activists ecstatic over this, the credibility of the fashion industry also benefits. It shows a great step forward in the industry and just how inspirational and powerful their influence can be if marketed correctly. Soon, other brands will follow in Lacoste’s lead and unite with other organizations such as the IUCN to make a more positive environmental footprint or revolution. Environmental stability and sustainability and the global extinction threat are of the utmost importance right now, and brands and companies like Lacoste are paving the way for a more environmentally conscious and proactive fashion industry.
All images via Lacoste