Aurora

Aurora

Lead Ambassador

Our most celebrated coat. Aurora's fur graced runways in Milan and Paris. She was released into the eastern meadow in spring 2023, where she was last photographed moving with purpose toward the treeline. She enjoys salmon and long naps, which we trust she is still enjoying.

Released Spring 2023
Barnaby

Barnaby

Senior Ambassador

A gentle soul whose calm demeanour made his harvest smooth. His coat was featured in Vogue's "Ethical Luxury" spread. Released into the southern paddock in autumn 2022. Our team recall him fondly.

Released Autumn 2022
Maple

Maple

Rising Star

The newest addition to our ambassador programme. Maple's coat sold out in 3 hours. She was released into the retreat last spring and was observed, briefly, enjoying the berry beds before disappearing into the birch wood.

Released Spring 2024
Legacy

Legacy

Founding Ambassador

Our most storied partner. Legacy was harvested in the early years of the programme and released into the Carpathian retreat, where he is no longer photographed. His privacy is non-negotiable. His coat has been featured in 14 separate seasonal collections. A true ethical pioneer.

Released 2011

A Return to the Wild

Every bear, after a single harvest, is released into our wildlife retreat — 500 acres of forest, streams, and berry-rich meadow in the Carpathian foothills. The gate opens. The bear is free. We monitor the retreat to the perimeter fence. Beyond it, the bears are wild, and we do not intrude on wild lives. Their contribution is honoured. Their freedom is their own.

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.