Lacoste replaces crocodile logo with endangered species for SOS campaign

Lacoste temporarily replaced its iconic crocodile logo with ten endangered species for a capsule collection supporting IUCN's 70th anniversary. The SOS – Save Our Species campaign, created by Parisian agency BETC, produced 1,775 limited-edition polo shirts, each priced at 150 euros. The number of shirts per species matched the remaining population in the wild: 231 California condors, for example, meant exactly 231 condor-logged polos. The collection sold out in days, with proceeds going to conservation. The original crocodile logo was drawn in 1927 by artist Robert George as a nickname for tennis champion René Lacoste, who won the Davis Cup that year. Lacoste founded his clothing company in 1933 with André Gillier as president. The brand previously experimented with its logo in 2012 with a Flag Capsule Collection during Paris Fashion Week, featuring 16 national flags.