It is not uncommon to associate particular brands with certain animals.  Puma, Ecko, Abercrombie & Fitch, American Eagle Outfitters, Spyder and Osprey, just to mention a few.  In an effort to enlist brands in the fight to protect biodiversity and endangered species, Save Your Logo, a non-profit based in France is working with enterprises as partners to preserve the animals and plants that feature as their logos.  This is an innovative way to engage brands by appealing directly to their most important asset, their brand logo.  Kudos to Lacoste for being the first brand to sign up for this global initiative.

“For over 75 years a crocodile has been the LACOSTE logo. Now the brand will actively support projects selected by the GEF to safeguard or protect the endangered crocodile, alligator, caiman or gavial species, whose loss would jeopardize the biological balance of their natural habitats.

These action plans will help to conserve biodiversity and fight against the disappearance of these species, some of which are now reduced to just a few individuals: Alligators in China, Gavials or Crocodiles of the Orinoco River in the Amazon.”

Granted, it may not work for all but it certainly targets a large segment of the apparel market.