Lacoste is well-known for its iconic crocodile logo, which can be seen on almost all its shirts, and now the brand is giving something back by helping to protect one of the world’s most threatened species of croc. The French fashion giant is supporting the Save Your Logo project, which raises funds from companies and the general public to protect animal and plant species featured on corporate logos.

The Philippine crocodile Crocodylis mindorensis, which is critically endangered by the destruction of its natural habitat, will be helped to thrive by giving cash grants to communities in the Philippines, who will use the money to set up reporting and protection programmes. Villages will be rewarded with extra cash if crocodile numbers improve.

“Our participation with the Save Your Logo program,­ an innovative project for biodiversity which calls companies to participate in the preservation of species representing their logo which have contributed to their success ­, came at a time when Lacoste was enthusiastic about the idea,” said Michel Lacoste, chief executive of the clothing brand. He added: “We have already spent over €1.5 million (£1.2 million) for our Save Your Logo projects, and we’re looking to continue this partnership for the years to come.”