Did you know that every garment has a story? Each of our products carries meaning in more ways than one.
The unique prints on our special launch collection feature animals from the Endangered Species list. Why? Every utterly garment actually makes a difference! We believe that beautiful fashion can be produced with respect for people, animals, and the planet. We relish in the idea that when a child can tell the story about the animal print they are wearing, they are taking part in our collective awareness, the first step towards positive change.
The Amur leopard, known as the Far Eastern leopard, is a leopard subspecies native to southeastern Russia, northeastern China, and the Korean peninsula. They have thicker fur and are smaller than other leopard subspecies. They are the only type of leopard adapted to a snowy climate. They can run up to 37 mph, jump at least 19 ft horizontally and up 10 ft vertically.
The Amur leopard is classified as critically endangered, the most severe level granted to wild animals, and it is estimated that there are fewer than 60 in the wild today. The main threats to the Amur leopard are poaching, habitat loss due to urban development and deforestation, and inbreeding due to a small population. Conservation efforts are under way in China and Russia and there is still hope for the survival of the Amur leopard.
The Amur leopard is WWF’s priority species, meaning it is one of the most ecologically, economically, and culturally important species on the planet.
*Sources: Wikipedia, WWF
Cecil the African Lion
In July, 2015, an American dentist paid over $50K to bow-hunt an African lion in Zimbabwe. He happened to kill Cecil, a 13 year old lion with a distinct black mane. Cecil was the most famous and beloved animal in the Hwange National Park. He was injured with an arrow, then tracked, and killed nearly 40 hours later.
The news of Cecil’s death via social media generated the biggest international response to a wildlife story ever. The public outcry against the death of Cecil has led to bans and greater restrictions on trophy hunting in several countries, including the United States. Five months after the death of Cecil, African lions were added to the U.S. endangered species list. There are an estimated 20,000 lions in the wild. Their main threats are habitat loss, diminished prey, and hunting.
Sources: Wikipedia, National Geographic