TFWA 2018 – LACOSTE – Save our species

LACOSTE – Save our species

BETC replaces iconic Lacoste crocodile logo


The Lacoste crocodile is one of the most iconic logos of the world, founded by René Lacoste, proudly displayed on the famous brands for the last 85 Polos.

For the first time in the history of the brand, BETC initiated a change of the logo. However, we are not talking about a name change, but a call to action. The Lacoste crocodile gives way to ten endangered animals in a very limited edition polo collection, thanks to a partnership between Lacoste and the International Union for Conservation of Nature (IUCN), developed by BETC.


Lacoste and BETC worked closely with IUCN experts to define and select ten endangered species, transformed into logos by the Lacoste design team.



For each species, the number of polos 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; A total of 1775 polo shirts are launched during the Paris Fashion Week show … available for sale online at the Lacoste website.




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