Lacoste Temporarily Replaces Crocodile Logo for Wildlife Conservation Campaign

Category: Lifestyle/Entertainment


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. pay tribute to / peɪ ˈtrɪb yut tu / (idiom) – to acknowledge someone who has contributed a lot to something

    The company paid tribute to its founder by naming the new office building after him.

  2. runway show / ˈrʌnˌweɪ ʃoʊ / (n) – a live show that features a brand’s latest fashion collection

    The supermodel will be part of the popular brand’s runway show.

  3. make an exception / meɪk ən ɪkˈsɛp ʃən / (idiom) – to temporarily disregard a rule

    We do not usually accept credit card payments, but we will make an exception this time.

  4. plight / plaɪt / (n) – a situation

    The campaign aims to raise awareness of the plight of farmers.

  5. garment / ˈgɑr mənt / (n) – a piece of clothing

    The fashion brand sells bags, shoes, and garments.


Read the text below.

Popular French clothing brand Lacoste has substituted its iconic crocodile logo with images of the ten most endangered species in the world to promote wildlife conservation.

As part of its 85th anniversary celebration, Lacoste paid tribute to its founders and their environmental advocacy by collaborating with the International Union for Conservation of Nature (IUCN) for a three-year deal. The brand pledged to support IUCN’s Save Our Species campaign by producing a line of limited edition shirts.

Launched during Lacoste’s runway show at the Paris Fashion Week last March, the $185 shirts feature logos of each endangered species.

The brand produced a total of 1,775 shirts, a figure that reflects the total number of all the featured animals at risk. In addition, the number of shirts produced for each logo represents the remaining population of the featured threatened species. The Anegada ground iguana has the highest population at 450, while the Gulf of California porpoise  / ˈpɔr pəs / has the lowest with only 30 of them left.

Since the crocodile logo’s launch in 1936, Lacoste had not used any other animal for its logo. However, the brand decided to make an exception this time because it aims to raise public awareness of the plight of endangered species. According to Lacoste, purchasing a shirt is equivalent to supporting the cause of the company and the IUCN in the preservation of wildlife.

Another fashion brand has also participated in wildlife conservation. In 2016, H&M featured endangered animals as prints on various garments in the autumn collection of its children’s line. The featured endangered animals were the tiger, panda, snow leopard / ˈlɛp ərd /, and polar bear. The Swedish fashion label gave 10% of the collection’s sales to the World Wildlife Fund (WWF) to support the latter’s wildlife conservation projects.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Would you be willing to purchase Lacoste’s limited edition shirts? Why or why not?
• Do you think Lacoste should turn these limited edition shirts into a permanent collection? Why or why not?

Discussion B

• How do you think well-known brands benefit from supporting a cause? Discuss.
• How can organizations encourage people to support a cause without relying on well-known brands?