Lacoste is out to save the crocodile this Earth Day. The company, which has been associated with the animal since 1923 when its founder Rene Lacoste was nicknamed the crocodile by American journalists, launched a limited-edition unisex T-shirt to benefit the Everglades Foundation. Lacoste will donate a portion of proceeds from every “Water is Life” shirt purchase to the nonprofit this season.
The fundraiser is part of Lacoste’s three-year partnership with the Everglades Foundation, which includes a $162,000 grant and the development of a plan to restore the Everglades ecosystem. Crocodiles and alligators living in the region will serve as indicators for success.
“Lacoste is the international brand that is most clearly associated with an animal. With the Everglades Foundation, we are therefore pleased, as part of our global CSR policy, to support a scientific and authentic project which can help one of the largest ecological restoration projects worldwide,” said Richard Cuif, Lacoste human resources and CSR, Group EVP.
The T-shirt retails for $65 and is available in 12 U.S. retail locations in Florida, Los Angeles and New York City.