Championing responsible fashion practice with Lacoste x IUCN
The Crocodile. This is how the French tennis champion Rene Lacoste was nicknamed in 1927 for his tenacity on the court. Today, the Lacoste logo still symbolises the will and commitment the brand invests into each action it undertakes. Taking the capsule collection from concept to launch has been achieved in half the time it usually requires for such a project and testifies to the dynamism which businesses like Lacoste can bring to the global extinction threat: a universal challenge which many agree is of utmost urgency to environmental sustainability.
For IUCN in its 70th anniversary year, not only is this an opportunity to engage with business to help achieve its mission, but it also fits with the SOS open partnership approach which invites support from all sectors of civil society to bring their respective skills and competencies to bear in scaling up the fight on extinction.
The number of shirts produced by the retailer corresponded to the remaining population sizes of each endangered species in the wild, the International Union for Conservation of Nature, an international organization advocating for nature conservation, said in a statement. A total of 1,175 shirts were sold representing rare reptiles, birds and mammals.
The 10 species represented and the number of shirts produced:
- Vaquita (Gulf of California porpoise): 30
- Burmese roofed turtle: 40
- Northern sportive lemur: 50
- Javan rhino: 67
- Cao-vit gibbon (ape): 150
- Kakapo (parrot): 157
- California condor: 231
- Saola (herbivore): 250
- Sumatran tiger: 350
- Anegada ground iguana: 450
"Together these rare reptiles, birds and mammals champion the plight of all known threatened species," the conservation union said.