Saga Furs is the company and imaging brand that is now owned entirely by Finnish fur farmers but that was priorly owned cooperatively by mink and fox farmers in Denmark, Finland, Sweden and Norway. For the brand's 50-year anniversary in 2005, BrittonBritton was commissioned to conceive, design and produce the book Fur, the first ever fashion book about the oldest, most prestigious and controversial of fabrics. The book was published by our own publishing house Stockholm New Publishing and sold worldwide. For the anniversary, we also branded and designed Saga Fur’s new graphic identity and logotype, including the sub-labels Saga Select, Saga Superior and Saga Royal.
Fur is indeed a forever controversial subject. Working with it poses a moral dilemma. Read our text on the subject from the book Fur in Claes Britton’s text archive