In just 100 years’ time the world’s population of tigers has shrunk by 97%, leaving just 3,900 tigers now living in the wild. To focus the target group’s attention on this issue, we made the tiger into a style icon. A limited run of unique designer T-shirts, specially created by leading Dutch fashion designer Bas Kosters, was used to highlight just how small the tiger population is. And there was a clear message too: 3,900 tigers = 3,900 shirts. Hurry, there’ll be gone soon! The T-shirt was launched at the Amsterdam Fashion Week and offered for sale online for the symbolic price of € 39.