Wonderland.

PARAJUMPERS – RIGHT HAIR, RIGHT NOW

The Italian-born luxury brand takes a leap of faith towards sustainability by turning fur-free in new collection.

Parajumpers
Parajumpers

The Italian luxury brand, Parajumpers, tows the line between technology and nature. With its prolific range of outerwear including knitwear, jumpers, and coats – it uses modern functionality as a means for its wearers to reconnect with the Earth. The brand’s genesis is attributed to the 210th Rescue Squadron of Alaska, and it is this heroic bravery with which the brand is imbued – allowing for constant growth and upward movement.

Bold and bright, this very same heroic ethos has begun to shake the foundations of Parajumpers. With climate anxiety now entering the cultural discourse, the Italian brand has valiantly decided to do away with a previously central feature of its pieces – fur. This daring decision comes on the heels of Parajumpers’ wider initiative to completely phase out the use of fur by winter 2022.

That said, a lack of fur is not synonymous with a lack of style. In fact, Parajumpers’ new collection is a feat of technological brilliance. We are treated to snug puffer coats, complete with flawless tech-inspired hardware. Coming in a range of colours – deep black, khaki green, and fire red (amongst others), the devil is really in the details. Each jacket is embroidered with Parajumpers’ signature logo – “That Others May Live”. Serving as a stark reminder that our decisions today affect the children of tomorrow, Parajumpers unabashedly takes the stance that we need to take care of our Earth “Right Hair, Right Now.”

Check out Parajumpers’ sustainable new collection here

PARAJUMPERS – RIGHT HAIR, RIGHT NOW

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