Fur sheds its staid image

Established in 1992, the last brand YLF is from Beijing. The brand targets urban men and women who enjoy a casual lifestyle. It chose to express the urban spirit by matching its fur designs with sports shoes and leather pants. The dyed furs formed groups of letters, used in conjunction with white otter fur to highlight the pursuit of new modern image fur. The brand's use of denim, fur intarsia, and printing on fur also helped it break the traditional image of fur.

"In the past, people would associate fur clothing with their grandma's closet. Many people have an image of longhair fur coat in black or brown in their head. Fur used to be divorced from the younger generation. There was not much choice when it came to fur style," says Samantha Vesala, the Chief Business Officer of Saga Furs Asia. "But now is different. With advanced techniques and modern design, fur no longer looks outdated."