Nobis outerwear to develop ethical alternative to real coyote fur

Canadian outerwear brand, Nobis, has commenced research into the development of synthetic coyote fur in a bid to deliver an ethical alternative to real fur.

Fur trimming on premium Arctic outerwear uses coyote fur due to its hollow fibers. This prevents freezing when moisture from the wearer’s breath builds on the trim, which can lead to frostbite. Faux coyote fur will provide a similar performance, without the need to use animal fur.

Khabi Mirza, co-founder of Fabric PR, which represents Nobis, said, “The brand is giving people who work in the Arctic tundra the opportunity to buy [faux] coyote.” The product will possess all the essential qualities of real coyote fur without being an animal by-product.

Research and development are taking place at various academic institutions in Toronto, Canada. The brand estimates it will take 18 months to develop the fur and with additional lead time, Nobis projects a first-to-market product will be available within five years.

“You don’t need to wear real fur anymore, it’d be a complete travesty if you did,” Mirza said. As of 2018, Nobis retailed 80% non-fur products. With the successful development of faux coyote fur, Nobis will be able to offer a selection of real, fake, or no fur to both UK and global markets.

Launched in 2007 by former Canada Goose vice-president, Robin Yates, Nobis aims to create outdoor performance wear that is versatile enough to operate effectively from Arctic to urban conditions. The products are designed to be windproof, waterproof, and machine washable; with highly breathable under-arm pit-zips and cooling vents for milder climates. Magnetic closures are used on the placket for ease of use and to ensure longevity.

Yates wanted to create a brand that delivered products with all of the technical abilities required for optimal performance in Arctic, but that would be equally at home on the Northern Line. Synthetic coyote fur will make this objective a reality.