1 2 Save Our Wetlands Wear More Nutria B ased in southeast Louisiana where invasive nutria destroy thousands of acres of coastal wetlands each year Righteous Fur is a missiondriven business thats working to bring ID: 932977
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Copyright 2006, YOUR COMPANY NAME HERE
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Save Our Wetlands. Wear More Nutria.
Based in southeast Louisiana, where invasive nutria destroy thousands of acres of coastal wetlands each year, Righteous Fur is a mission-driven business that’s working to bring designer nutria fur clothing to the contemporary fashion market
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Slide3What are nutria? Beavers
with a Cajun accent!Known scientifically as Myocastor coypus, which translates roughly as “mouse beaver,” nutria are the South American cousins of the North American beaver. Called coypu in much of the world, nutria, like beavers, are semi-aquatic rodents.
Slide4Recycling a Valuable Natural Resource
In 2011-12, trappers and hunters delivered more than 354,000 nutria tails worth $1.8 million to the state of Louisiana’s Coastwide Nutria Control Program, which pays $5 a tail.Once the tails are removed, 98% of all captured nutria are simply destroyed – a waste of a valuable natural resource. Righteous Fur aims to use that resource to leverage a profitable business that creates local jobs while helping to preserve our fragile coast.
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Slide5Reclaiming Nutria’s Luxury Status
Imported from South America to Louisiana and other states in the 1930s, nutria were initially raised on fur farms for their lustrous pelts.From the 1940s through the 1970s, nutria was a prized luxury fur worn by fashion icons like Greta Garbo, Sophia Loren, Elizabeth Taylor and Ursula Andress.Righteous Fur aims to reclaim nutria’s historical legacy as a fine fur by marketing our own eco-friendly fashion line and selling wholesale pelts to top designers and outerwear companies.
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Slide6Vintage Nutria Coat circa 1960
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Fur Stages a Fashion Comeback
In 2011, global retail sales of fur jumped 7% from 2010 to over $15 billion. US retail fur sales also climbed 3.4% to $1.34 billion.
At least one third of designers used fur in their 2011/2012 Fall/Winter Collections in New York, London, Paris and Milan.Retail sales of fur fashions at Saks grew more than 9% in 2011.Neimann Marcus highlighted fur and fur-trimmed designs as must-have pieces for the third straight fall season in 2012.
Slide8High-End Designers Embrace Nutria
Billy Reid, Vogue’s Menswear Designer of 2010, used Louisiana-sourced nutria pelts in his 2010 Fall/Winter collection. Billy also made and sold t-shirts with the Righteous Fur logo on his website.When sheared, nutria is super-soft and plush and can be dyed any color of the rainbow, making it extremely versatile. Oscar de la Renta, Michael Kors, Christian Louboutin and other top designers have put sheared and natural nutria on the runway.
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Slide9Billy Reid 2010 Collection
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Slide10Sheared Nutria Ensemble by Matthew Williamson
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Slide11Michael Kors, Nutria Toggle Coat
Slide12Oscar de la Renta Nutria Vest
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Slide13Christian Louboutin Nutria-Trimmed Shoes
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Slide14Sustainable Fur: A Hot Trend
“Fur is very zeitgeist-y right now, all about 20- and 30-somethings. The generation that demanded Diet Coke without caffeine and bronzed skin minus the burn asks, ‘Why not glamour without the guilt?’” (Marie Claire, 8/11)“Last decade, some women stopped wearing fur following an anti-pelt campaign by PETA. Now younger customers are warming up to fur as the industry works to market so-called ‘cruelty-free’ pelts.” (Business Week, 7/27/11).
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Slide15So soft & velvety!
Slide16“Project Nutria”: Loyola students create touchy-feely press kits
Loyola graphics art professor Daniela Marx challenged her class to come up with the best design in a “Project Nutria” competition.Handcrafted by 13 students, the boxes were designed to pique designers’ interest in working with nutria pelts.The winning design was sent to Billy Reid, Marc Jacobs, Cynthia Rowley, Alexander Wang & other top designers.
Slide17Vicky Tran designed the winning box. Curious to know what’s inside?
Slide18Runner-up Rachel Winters’ design was based on WWII field sewing kits
Slide19On December 23, when most students had left campus, the design team was hard at work
Slide20Surprise!
Slide21Each box contained a half-natural, half-sheared nutria pelt
Slide22Kits also included a press book
Slide23Our full-page spread in the New York Times was the press book centerpiece
Slide24Righteous Fur walks Billy Reid’s runway at NY Fashion Week!
When Billy Reid opened his box, he put in a rush order for sheared nutria pelts from Righteous Fur just before NY Fashion Week.Though Billy had worked with nutria before, he used another Louisiana source. Getting his business for Righteous Fur was a big coup.After the runway show, Billy placed another big order to put the pieces in production.
Slide25Billy Reid jacket lined with nutria
Slide26Sheared nutria makes a great lining
Slide27Billy Reid coat w/ nutria collar
Slide28Billy Reid jazzed up this piece with a natural nutria-fur scarf
Slide29Backstage at the Billy Reid show
Slide30The message got through
Slide31“Why not glamour without the guilt?”
Cynthia Rowley also loved the box and plans to use nutria fur in her 2013 Fall/Winter collection for New York Fashion Week.A nutria pelt was spotted on Marc Jacobs’ desk after he received the box. Stay tuned.Another round of boxes is going out this fall, in plenty of time for designers to plan for the 2013 Fall/Winter shows in February 2013.
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Nutria: The Ultimate Sustainable Fur
Righteous Fur’s save-the-wetlands mission places nutria right in the center of the current trend toward sustainable fur.This unique fur’s adaptability, which allows it to be sheared and dyed, also syncs up with another hot trend: “color-saturated furs in burgundy, amethyst and emerald.” (
Business Week, 7/27/11).Low price points make nutria especially attractive to top designers and outerwear companies, who get bragging rights for promoting sustainability.
Slide33Color is hot! This Jean Luc Amsler jacket isn’t nutria fur - but it could be!
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Win-Win Proposition: Look
fabulous while helping to save the wetlands!Whether sheared or natural, nutria offers the same great look as other luxury pelts at a far more affordable price.
As an eco-conscious purchase, Righteous Fur products make consumers feel good about helping to save the wetlands.Buying Righteous Fur pelts gives designers and clothing companies bragging rights for sustainable practices that make the brand look good.
Slide35Righteous Fur Ensemble by Xiomara del Carmen
Slide36Nutria-Palooza!: Raising Awareness with Righteous Fur Fashion Events
"It's like a nutria South by Southwest,' says Righteous Fur designer Kerry Fitts of Bayou Salvage, who counts Courtney Love among her clients. 'Fashion is art, art is fashion, music is art, music is fashion – it all intersects.'"
–Gambit, 3.1.10
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"Like the nutria itself, Nutria-palooza, a multimedia nutria celebration by fashion designers, storytellers, filmmakers and musicians, has found a fecund home in New Orleans." –Gambit, 3.1.10
"Where to begin? The tattooed models on the runway in Audrey Hepburn-esque fur outfits made from our favourite invasive species? The outrageous rock and roll auction of nutria fur? The designs were not only beautiful but daring and broad in scope, from Native American-inspired designs all the way to 1940s and 1960s styles to a hauntingly beautiful homage to the late Alexander McQueen. This truly was making environmental issues sexy."
–Dirty South Bureau, 3.7.10
Slide38National & International Press
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Slide39“Beasts of the Southern Wild”: The Auroch-Nutria Connection
Slide40Proud to be a “Beast”
Righteous Fur played a small, but pivotal, role in the film’s development. We supplied the nutria pelts that helped director Benh Zeitlin realize his vision of the titular Beasts: prehistoric creatures known as aurochs.Released from captivity when the polar icecaps melt, they charge back to The Bathtub in the vivid imagination of six-year-old protagonist Hushpuppy as she makes a last stand with her dying father at the edge of the world.
Slide41Hushpuppy confronts an auroch
Slide42The aurochs were created by seaming nutria pelts on (baby!) potbellied pigs.
Slide43Director Benh
Zeitlin was delighted to be gifted with a Righteous Fur nutria pelt.
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Where We Are Today
Righteous Fur designers sell one-of-a-kind pieces at arts markets and live-show fashion auctions.RF Design Director
Xiomara del Carmen is creating prototype nutria hats and bags.We continue to build the brand through high-profile Nutria-palooza! events, which draw major press.
We’re ramping up another P.R. blitz this fall that targets top designers and outerwear companies.We’re launching an online store at RighteousFur.com for the 2012 holiday season.
Slide45Copyright 2006, YOUR COMPANY NAME HERE
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