Pick from abroad: France – Lacoste crusades for crocs

Lacoste has embarked on a three-year mission to save its leathery brand ambassador, the crocodile.

Lacoste has embarked on a three-year mission to save its leathery brand ambassador, the crocodile.

The Paris-based company made a 1.5 million Euro pledge recently to join the ‘Save Your Logo’ campaign, making it the first international brand to do so – fitting, since it was also the first apparel company to sport a brand badge.

‘We feel that any company should behave as citizens of the world, and this goes farther than just looking after alligators,’ says Michel Lacoste, chairman of the board of Lacoste.

The save-your-logo initiative was launched in late 2008 by the Global Environment Facility, the World Bank and the International Union for Conservation of Nature, encouraging companies to help protect the species that rep their brand.

Lacoste is currently working with the founding orgs on defining what projects it will undertake to protect the 15 species of crocodiles, alligators, caimans and gavials.