A collaboration between Lacoste and the International Union for Conservation of Nature (IUCN). Ten different shirts were released, embroidered not with the iconic crocodile logo but with species currently at risk of extinction, such as the kakapo parrot and the Sumatran tiger. Those purchasing the limited-edition shirts – the exact number depends on the population of each species left in the wild – automatically donate to the IUCN as part of this conservation campaign.

Juan Pena & Richard Casal: “Its simplicity and conceptual power make this idea brilliant. They transformed one of the most iconic logos in fashion all in the name of endangered species. And even with other animals, the Lacoste logo is so iconic that it’s still recognizable. And conceptually, having the same amount of shirts for every species as the amount of remaining animals there are left, it’s just spot on. This shows the power of design and the power that brands have to help shape the world. It’s one of those simple powerful ideas that makes you really jealous.”