Lacoste is ditching one of the world's most well-known logos and choosing to make its mark through conservation. 

The French company's iconic crocodile that's crested every Lacoste clothing item and accessory for more than 70 years is now being swapped out for logos featuring threatened species. 

Why is this a big deal? Sure, it's a clever marketing ploy and the shirts are costly on a regular day, but Lacoste won't be making any profits from this limited collection.

According to Lacoste's collaboration's manager, Anne Laure Raynaud, "no income is derived from this non-profit collaboration."

Photo Credit: Facebook LacosteThis Cao Vit Gibbon is one of the rarest apes in the world. It weighs between five and 10 kilograms and is found in China and Vietnam where deforestation is rampant.

Lacoste and International Union for Conservation of Nature (IUCN) launched the three-year campaign at Paris Fashion Week 2018. 

The Save Our Species (SOS) collection features 10 limited edition polo shirts featuring various threatened birds, reptiles and mammals.

The company's limited edition, or scarcity collection, lines up with exactly the number of species left in the world.

For instance, there are only 150 Caot Vit Gibbon polos available, based on the number of apes remaining in the world.

"All profits are reinvested," said Raynaud to KelownaNow. "Half of the profits go directly to IUCN, funding tangible nature protection actions and the other half is invested in communication that gives visibility to this cause and the Save Our Species program."

According to Raynaud, Lacoste is planning its next collaboration, but she's keeping those details buttoned up for now.