When the Croco Gives Way

Thanks to a viral video on social media, the French ready-to-wear brand Lacoste became a topic of discussion this year. The emblematic white polos are devoid of their usual green crocodile, hitting the brand’s beating heart.

To support the Save Our Species program (an IUCN - International Union for Conservation of Nature - initiative to preserve threatened species, their environment and people who depend on it), Lacoste has launched polos with the effigy of ten endangered animal species. You can find, for exemple, the Vaquita, the Burmese Roofed Turtle, the Sumatran Tiger… 

And each clothing is offered for sale in a limited edition since the number of produced pieces depends on the number of reported living animals. All in all, 1,775 pieces were purchased and all profits will be reinvested: half directly for the IUCN to finance concrete nature protecting actions and the other half to raise awareness on this cause. 

Animal protection, especially regarding crocodiles, is one of the flagship values that Lacoste wishes to put forward in its CSR policy. And even if the brand surrounds itself with labels that certify that they are committed to managing hasardous substances in textiles, fighting children forced labor in the cotton fields or advocating circular fashion and eco-design, some experts would still criticise its lack of transparency, particularly in terms of environmental management and water pollution. A little more effort yet…