Mixing fur opulence with sportive elements is the core of our brand, along with functionality, wearability, sustainability, and an ethical approach to fashion. We updated a classic wardrobe staple, the fur coat, deconstructed it and transformed it into all-day outerwear, warm separates and cool accessories.

Drawing inspiration from an array of sports, including tennis, ski and hiking, we came up with colors, elements and materials mostly employed in the making of athletic attire, blended with all kinds of ethically sourced fur. Tech fabrics and details, neon pops of color, elastic bands, reflective tapes, vinyl and plastic zippers add a hip vibe to the whole look, juxtaposing their modern edge with the timeless nature of shearling, curly lamb, goatskin, mink, fox, and fin raccoon. We wanted it to feel young and coveted, to break the rules of manufacturing a typical luxe overcoat, and to make it a garment with many unexpected facets.

We challenge ourselves through the creative process and aspire to bring all this energy and unconventional spirit in front of your eyes. Putting a slight Mohawk detail into our perfectly luscious hood or designing a fur tennis headband is a twist that matches our non-conformist aesthetics. We blur gender, cultural and social lines, and we revisit established notions about beauty to create a playful aspect that means real fun. It's a Feel Good Fur, comfortable, easy-to-wear, warm, all-inclusive, responsible and active in attitude.