The inspiration for the brand came after an inspiring trip around Iceland, where the blend of functional design and the natural beauty of icy landscapes that looked utterly otherworldly, left a lasting mark on the founder. When she then returned to complete her final year of fashion at uni, the founder became acutely aware of the industry's devastating environmental impact on our planet. It was clear that in order to create a responsible brand, Arctic Fox & Co. need to work very hard to be better and try to become part of the solution.