The Lacoste crocodile is one of the world’s most iconic logos, proudly displayed on the brands famous polos for the past 85 years.

For the first time in the brand’s history, French agency BETC has initiated a change of the logo.

However, the logo change is not a rebranding exercise, but a call to action.

The Lacoste crocodile is making way for 10 threatened animals in a collection of extremely limited-edition polo shirts, thanks to a partnership between Lacoste and the International Union for Conservation of Nature (IUCN), developed by BETC.

Lacoste and BETC worked closely with IUCN’s experts to define and select 10 threatened species, turned into logos by the Lacoste design team.

For each species, the number of polo shirts produced corresponds to the number of individuals known to remain in the wild.

Ranging from 30 examples for the Vaquita to 450 examples for the Anegada Rock Iguana, 1,775 polo shirts in total are being launched during the brand’s runway show at Paris Fashion Week, and are available for sale online on the Lacoste website.