07.11.2025
In trying to maximize the benefit to our farming and trade communities, Saga Furs has started a special project this season for the Western world. We’re calling it the ALBA project, which translates into dawn, or the first light of day. As the trend of wearing any kind of fur increases in the West, we feel now’s the time to capitalize.
In ALBA, Saga will identify and reach out to hundreds of Western brands across North America and Europe that do not use natural fur. Our ultimate goal is to introduce new buyers and create more competition to have a real impact on mink & fox prices in the auction room. Not only to strengthen our farmers who are our key stakeholders, but to also help create more manufacturing opportunities and contracts for the trade, while increasing natural fur’s visibility across markets.
Our outreach only started a few weeks ago, and although we’re still in the initial stages, has resulted in meetings with new brands in Copenhagen, Munich, and New York. These are great opportunities to share the sustainable aspect of our industry as a prerequisite of trust. In addition, we will show them the multitude of fashionable and technical options available through Saga Furs Creative Hub, before making introductions to the trade and generational craftsmanship available in their areas.
Our forerunning sustainability work helps brands to secure their supply chains
We feel we have a responsibility as the only farmer-owned auction house left to bring projects like ALBA forward. One common prerequisite in our discussions thus far has been that brands are looking for reliable trading partners to secure their supply chains. Thankfully Saga is in a strong position to be that partner for them, through our 20+ years of devotion to sustainability, investments in Saga Furs traceability systems and our other sustainability actions as a listed company. Based on these existing investments we hope that more doors are likely to open for us to inspire them for their new collections.
Mink graded in Wisconsin and Vantaa was used in the Creative Hub swatches that inspire brands across the Western world. The selection included Blacks, Pastels, Whites, and other types.
This project will require a lot of good old fashioned leg work; lots of calls, attempts to secure meetings, and travel to bring the annual Fur Vision® collection, a source of fresh inspiration directly to their doors. For every new brand that incorporates fur into their collections, we’ll consider this a success and have the communication lines opened with those who didn’t.
