La­coste Drops its Iconic Al­li­ga­tor Logo

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The La­coste croc­o­dile, one of the world’s most iconic lo­gos, proudly dis­played on the brands fa­mous po­los for the past 85 years, has been dropped. How­ever, we’re not talk­ing about a re­brand­ing here but a call to ac­tion.

The La­coste croc­o­dile is mak­ing way for ten threat­ened an­i­mals in a col­lec­tion of ex­tremely lim­ited-edi­tion polo shirts, thanks to a part­ner­ship be­tween La­coste and the In­ter­na­tional Union for Con­ser­va­tion of Na­ture (IUCN), the global au­thor­ity on the sta­tus of the nat­u­ral world. La­coste and its agency BETC worked closely with IUCN’S ex­perts to de­fine and se­lect ten threat­ened species, and turned them into lo­gos by the La­coste de­sign team.

For each species, the num­ber of polo shirts pro­duced cor­re­sponds to the num­ber of in­di­vid­u­als known to re­main in the wild. Rang­ing from 30 ex­am­ples for the Vaquita to 450 ex­am­ples for the Ane­gada Rock Iguana; 1,775 polo shirts in to­tal have been launched dur­ing the brand’s run­way show at Paris Fash­ion Week and are avail­able for sale on­line on the La­coste web­site. Each polo pur­chased helps to pre­serve th­ese species world­wide.

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