Fur brand takes new approach to expand reach

Who wears fur? Is it a gang boss who sits on a huge brown leather chair with a cigar between his fingers and thick smoke obscuring his face? Or is it those who live in the North Pole or Northeast China, who have avoided getting frozen to death like Leonardo DiCaprio in the film The Revenant?

Satchi, a clothing brand from Italy, has just launched a series of fashion fur garments jointly with Kopenhagen Fur, the world's largest fur auction house owned by Danish fur breeders.

And the answer to the questions at the start of this article is: Fur is for everyone.