Peter Saville

About the Lacoste crocodile disruption : Their first response was a big intake of breath - What has he done?! But the ones I had put on the table were funny, witty, and they smiled. They all looked at each other with a, 'Why not?' Then I had to meet Sophie Lacoste and tell her what I had done to her grandfather's crocodile. So I told her there was a tyranny of the crocodile in their office: they're all scared of this crocodile. For her grandfather, having a crocodile on his shirt was fun. I said that I wanted to put some fun back into the crocodile and she agreed. 


I also wanted to give some meaning to the notion of 'limited edition'. We've got 80 different crocodiles - can we produce just one shirt with one crocodile on it? So each one is unique, which I think is pretty cool. The whole project becomes an experimental challenge with the laws of brand.