I've owned fur coats for thirty years. For the first time, I can wear one without feeling anything at all. That's what ethical luxury means to me.

Catherine H.
London

My Vital Fur coat is the most beautiful thing I own. Knowing that Aurora is still out there, living her best life — it adds something you simply cannot get from traditional fur. Or from faux. It adds soul.

James W.
Edinburgh

We chose the Family Membership specifically for the Little Vitals programme. Our daughter's school project on ethical fashion was the best in her year. She wants to be a veterinary behaviourist now. She's seven.

The Alvarezes
Cheltenham

Always alive.

Everything on this page is fiction. Vital Fur Co. does not exist. No bears have been ethically flayed. No children have received a Little Vitals Starter Kit. Ethical bear flaying is not a real thing. Part of joel2.com.