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“Make the logo bigger!” clients cry. Rarely do they ask to see it disappear.
But that’s exactly what Lacoste is doing. To support the International Union for Conservation of Nature (IUCN), and alongside BETC Paris, the brand’s doing away with the grinning crocodile on a new line of its polos—to make way for animals that could use the visibility more.
“Save Our Species” kicks off a three-year partnership between Lacoste and the IUCN. The campaign spotlights 10 endangered species that will individually appear in a series of limited-edition polo shirts.