The Billion Dollar Crocodile: The Surprising Story Behind Lacoste
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The Billion Dollar Crocodile: The Surprising Story Behind Lacoste
Explore the story of Lacoste, one of the most iconic fashion brands in the world. It all began with a joke,a simple design that was never meant to change the fashion industry. The brand, known for its signature crocodile logo on stylish shirts, was the brainchild of René Lacoste, a legendary tennis player. What started as a playful mark on a ...
10 months ago
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New innovative fabric. Same iconic look. The L.12.12 LIGHT Polo Shirt reinvents the fabric with an entirely new Piqué feel. More fluid, more supple, and light as air. | Lacoste
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Lacoste once made the boldest move in its history. They removed their iconic crocodile logo to highlight a global crisis we often ignore. During Paris Fashion Week, the classic croc was replaced with 10 different endangered animals. And the number of shirts produced for each animal matched how many were left in the wild. 1,775 shirts. All sold out instantly. All profits donated to protecting those species. A fashion statement turned into a reminder that awareness can create real impact. Follow @
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Lacoste once made the boldest move in its history. They removed their iconic crocodile logo to highlight a global crisis we often ignore. During Paris Fashion Week, the classic croc was replaced with 10 different endangered animals. And the number of shirts produced for each animal matched how many were left in the wild. 1,775 shirts. All sold out instantly. All profits donated to protecting those species. A fashion statement turned into a reminder that awareness can create real impact. Follow @
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The crocodile has an unique power: he liberates movement to connect all cultures together. Discover 7 ambassadors, 7 photographers for only one story: Crocodiles play collective. | Lacoste
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The new brand film from Lacoste celebrates the timeless polo elegance that has effortlessly shifted through the decades, from its conception in 1933 to the present day. | Lacoste
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History in motion. Lacoste’s past isn’t frozen in time, it moves, evolves and influences the present. The archives hold over 90,000 pieces of history. Each one a reflection of the artistry, precision and savoir-faire that continue to inspire today’s designs. | Lacoste
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Made in France. Born from Heritage. From Troyes to the world — Lacoste’s craftsmanship and knitwear expertise shine through in a capsule that redefines timeless style. Lose yourself in savoir-faire. | Lacoste
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Crafted in France, designed for the world. The Skyline Collection captures the soul of 21 iconic cities, turning every skyline into a story and every polo into a keepsake. From the lights of Paris to the energy of Tokyo, from the beaches of Bali to the buzz of New York, each piece is an invitation to explore, to remember, to belong. 📍 Available exclusively at 30 international airports worldwide: 🇫🇷 Paris (CDG, ORY) • 🇫🇷 Nice (NCE) • 🇪🇸 Barcelona (BCN) • 🇪🇸 Alicante (ALC) • 🇪🇸 Valencia
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Lacoste did the unthinkable and removed their iconic crocodile, replacing it with endangered animals—and they made only as many shirts as the number of animals left in the wild. Just 1,775 shirts total, sold out in 24 hours, and generated over a billion impressions. Scarcity wasn’t a gimmick here, it was the story, and that truth made the world pay attention. But this worked only because Lacoste had 85 years of brand trust to sacrifice. First you earn credibility, then you earn the right to make
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