Over the next three years, Lacoste will spend $500,000 to help preserve the very reptile emblazoned on its shirts — the endangered Gange gharial crocodile.
Only an estimated 1,400 remain alive in the world’s wilderness.
“We hope to be able to give back to our iconic crocodile — to whom we owe so much — a small part of what he has brought us,” said Lacoste president Michael Lacoste. “Seventy-five years ago, we were the first company to embroider a logo on apparel, and now we are the first company to support ‘Save Your Logo.’”[more]
Lacoste chose to champion the vulnerable species after a discussion with representatives from the Global Environment Facility, the World Bank, and the International Union for Conservation of Nature. The three corporations joined forces to create the “Save Your Logo Initiative,” which proclaims that more than 300 major international brands — including Puma, Peugeot, Jaguar, Maaf, and Esso — incorporate plants or animals threatened by extinction in company emblems.
PetSugar wrote that companies can donate up to 1.5M euros to the fund and receive a tax cut of up to 60% on the donation. Aside from financial incentives, sincere philanthropic initiatives boost any brand’s image in the eyes of the public, and animal lovers are likely to applaud Lacoste’s commitment to the reptile that has garnered the brand such widespread recognition.