INTRODUCING: FUR DAISY

Published in

FASHIONBITS

5 min readJan 11, 2016

Young German brand Fur Daisy uses fashion’s most of-the-moment raw material, fur as its name suggests, and traditional craftsmanship in a range of utterly modern fur accessories — hats and caps, vests and wraps — inspired by the biggest street-style trends. Setting themselves apart from the mass-produced products carried by high-street retailers, all accessories are manufactured in-house with the team keeping a close eye on production. In addition to that, all Fur Daisy products bear the Origin Assured (OA) label, which stands for using entirely fur from approved species, sourced from approved countries where welfare regulations and standard governing fur production are in force. Founder Yves Hoffman discusses using fur in their collections, informing their clients on the origins of the fur they use, and growing their collections.

Where did your fascination with fur begin?

We have a long background in the textile industry, originally starting in the fur business back in 1951. As a supplier and manufacturer for the fashion industry, we are used to work with many different materials, but there is no doubt that fur is the most fascinating natural material.

What trends, colors, materials etc inspire your collections?

We are constantly working on new ideas. Our aim is it to create a fresh, new feeling of an old, classic material; fur. The main inspirations are people on the streets, and wearing Fur Daisy with Stan Smith’s, Celine bags, COS sweaters etc.

Design-wise are there any challenges you had never thought you come across but had to overcome anyway?

Every new product is a challenge. We do manufacture all of our products in-house, constantly working on the details. It is amazing to watch; you are more then welcome to visit us!

Are there any garments or accessories you cannot wait to incorporate fur into in your future collections?

Oh yes, there are some interesting new prototypes in our atelier. We will extend our collection next season.

You are still a young brand. Have you figured out your client yet?

Most of our customers are living in cosmopolitan cities like London, Stockholm, Paris, Zurich etc. It is incredible; this year we have sent boxes all over the world.

Tell us how you decided to use the OA tag in your creations.

We purchase all of our goods directly at the auctions in Scandinavia. All dressing and dying processes, as well as of course the manufacturing take place in Europe. Every step is under our total control, which is very important to us, in order to guarantee quality and first-hand prices. Therefore, we are member of the Origin Assured certification.

Why is educating your clients on the origin of your materials important to you?

We want to be active about it, but this is not our main mission. There are so many brands, stores, online shops out there; we want offer an insight into our work.

With independent fur businesses increasingly cropping up, what do you think makes your company stand out?

First of all, I have to say, that it is great that there are other brands using fur in a new way, as well. We are actually in good contact with them. Fur Daisy stands for quality, European craftsmanship and first-hand prices. The market is flooded with cheap Chinese products or old-school Russian-style products. We want to tell a different story.

How do you feel about faux fur?

We are in contact with faux fur wholesalers, but at the end of the day, you can not compare this material with real fur. It will always feel artificial.

Why do you think fur continues to provoke such a controversy today?

Honestly speaking, we never had problems with this issue. Nowadays people are mainly differentiating between EU quality and craftsmanship, and production held in developing countries.