The revolutionary French clothing company Lacoste served a rare underhand during Paris Fashion week this year. They released their “Save Our Species” line, which not only supports the International Union for Conservation of Nature (IUCN), but it educates us on the severity of endangered species. Save Our Species (SOS) is a joint initiative to fund projects for the conservation of endangered species. As we all know (or should know), is that climate change is real and that its negative effects are even more real. Along with the pollution, species are becoming endangered and those endangered species are becoming extinct. SOS is counteracting the loss of endangered species by educating individuals on the issue, and as of late they teamed up with Lacoste to spread the real deal on 10 species.
It’s been 85 consistent years of the iconic Lacoste crocodile logo, and for a brief time, they swapped it out for 10 notable reasons. The temporary logos were of 10 different endangered species. Yet, the number of shirts created for each species equals the number left in the wild. For instance, only 30 of the shirts with the Gulf of California porpoise was created because there were only 30 remaining. Likewise, only 150 Cao-vit Gibbon shirts were created. With the 10 endangered species, it added up to 1,775 shirts being designed total. And they all sold out quickly. What made this collaboration a success is that it numbered these endangered species with the one of a kind limited logo-designed tees, which pushed the severity of their livelihood onto consumers. And it was this push that inspired people to support the SOS cause.
The support of the ‘Save Our Species’ line directly funded the cause. According to Lacoste, “half of the profits go directly to IUCN to fund concrete nature protection actions and the other half [is] invested in communication actions to give visibility to this cause and the Save Our Species program.” Reinvesting the profits back into the cause increases the lasting positive effect because it provides funds to help conserve endangered species all while spreading awareness. This campaign was unique in how it addressed endangered species. It made the severity of the animals more clear, more intimate, more real. And I just hope this altruistic collaboration inspires other companies to make a creative difference in our world, and those species that inhabit it too. View the gallery above to see the limited editions shirts.
With the iconic crocodile logo back in its place, and all of the ‘Save Our Species’ shirts sold, what happens now? You can go to IUCN’s Save Our Species website and donate to help support the conservation of endangered species.