Lacoste Drops its Iconic Alligator Logo

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.