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LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

Known for his crocodile logo and iconic polo designs, Lacoste has created an important social responsibility project during Paris Fashion Week, in collaboration with the l’Union internationale pour la Conservation de la nature (IUCN) (International Union for Conservation of Nature) foundation.

The Save Our Species project saw the brand change its iconic crocodile logo with stamps of 10 threatened species, such as the Sumatra tiger and the Kakapo parrot. The number of polos produced with each of the new patches corresponds to the number of individuals known to remain in the wild. For example, there are only 30 shirts with the critically endangered Vaquita and 50 with the Northern Lepilemur. Lacoste and agency BETC worked closely with IUCN’s experts to define and select ten threatened species.

A total of 1,775 polo shirts launched during the brand’s runway show at Paris Fashion Week, with half of the profits going directly to the IUCN to fund concrete nature protection actions and the other half – invested in communication to give visibility to the cause and the Save Our Species program. Shoppers who want to contribute to the cause but have missed the opportunity to snatch a polo can donate to IUCN directly.

This post was written by Brandcared. Based in New York, Paris and Istanbul, Brandcared is the first and only fashion management company in Turkey that manages strategical, conceptual and business operations under one roof with global and local business partners. ​Brandcared proposes fashion business solutions, bespoke trainings, win-win projects for fashion companies, fashion designers and also for other sectors that want to know fashion industry closely.

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