Let's rejoice! For the first time in fashion history, a fashion brand has used its logo as tool to invoke real change.
The brand Lacoste, famous for its iconic green crocodile, temporarily replaced the fabled reptile on their white polos with 10 different kinds of endangered species. The launch marked the start of a 3-year partnership called Save Our Species, a collaboration between Lacoste and the International Union for Conservation of Nature (IUCN). With the new partnership Lacoste wants to support and raise awareness for animals facing extinction.
The number of available polo shirts is connected to the number of animals that remain in the wild. For instance, only 50 lemur, 67 rhinos and 350 tiger shirts were made. In total there where 1775 shirts produced, each of which was available between 150 and 180 euros. By buying a polo, you automatically donated money to the IUCN. Needless to say, all of the polo shirts sold out within a day. Shame we couldn’t get our hands on one!
Save Our Species shows how corporates can facilitate its consumers in their need for status stories while doing good at the same time. Because let’s be real, we all (hopefully?!) want to contribute to a better world, but wouldn’t it be great if that same world was made aware of your noble efforts? By wearing these limited-edition polos, you do just that while also looking fly in the process.
We've previously seen brands embrace Brand Brandits, but Lacoste took it up a notch. Hopefully more corporates will take notice and implements projects just like Lacoste’s, so we can keep on sustaining earth’s diversity one animal at a time.