Official Partner Project
Powered by Kopenhagen Fur Brand Alliance
Kopenhagen Fur launched the "Powered by Kopenhagen Fur" project in 2018.
As the world’s leading brand of natural fur materials, Kopenhagen Fur employs a rigorous and standardized application and auditing process to select renowned Chinese fur brands as officially authorized retail partners. The project is designed to establish a comprehensive, one-stop traceable supply-chain system for high-quality natural fur—extending from the farm to the wardrobe—to ensure consistent excellence in quality.
Certified partners undergo an annual multi-dimensional evaluation covering quality, design, innovation, service, and their "new retail" systems. Only those who pass all assessments are eligible for contract renewal. Upon signing, partners are granted the exclusive right to use the "Powered by Kopenhagen Fur" official collaboration logo and hangtags.
Since its inception, the "Powered by Kopenhagen Fur Brand Alliance" initiative, known as "臻萃之选" in Chinese, has been dedicated to uniting the finest fur specialty retailers under a shared commitment to quality, innovation, and sustainability.
The remarkable journey of this prestigious alliance can be traced through its pivotal developmental phases.
2018 - 2019
Establishment Phase
The project entered a significant growth phase by taking its message to influential industry platforms. The new vision for fur was presented to both the public and the media during Shanghai Fashion Week, showcasing innovative and contemporary fur fashion.
Furthermore, the alliance deepened its dialogue on sustainable fashion by hosting an event at the Royal Danish Ambassador's Residence in Beijing, engaging with partners and stakeholders to promote advanced, sustainable practices within the industry.
2020 - 2021
The foundation for "Powered by Kopenhagen Fur" was formally laid with a landmark press conference at the Royal Danish Consulate General in Shanghai, marking the official certification of the alliance and its inaugural partners in the presence of diplomatic officials. This period also saw the strategic establishment of a physical retail footprint, with flagship presences launched in Beijing's premier shopping destinations, Hopson One and Oriental Plaza, introducing consumers to a new standard of certified quality.
Development Phase
This era was defined by strengthened collaborations and a heightened focus on artistic expression and sustainability. The alliance launched co-branded IP series that emphasized narrative-driven collections and sustainable material applications, reinforcing a message of collaborative success. The commitment to blending heritage craftsmanship with modern design was powerfully demonstrated at Qingdao International Fashion Week. Under the theme "You Are an Ocean," the collections featured traditional techniques such as knife-pleating and inlay, presenting fur through a design language that transcended time and culture while celebrating natural beauty.
2025 - 2026
Renewal Phase
2022 - 2024
Consolidation Phase
The most recent chapter has been marked by a comprehensive brand evolution. A premier event in Hangzhou, a city where ancient culture meets modern fashion, served as the stage to unveil the The Fur Code trend report. This gathering integrated global trends, craftsmanship, and aesthetics, setting a new direction for the industry. A cornerstone of this renewal was the official launch of the newly upgraded exclusive alliance trademark. This modernized emblem represents a four-fold guarantee of trusted raw materials, design, exquisite craftsmanship, and a commitment to sustainable values. Concurrently, the alliance amplified its voice through a unified multi-channel strategy, enabling partner brands to speak with a cohesive brand message across major e-commerce and social media platforms, including Taobao, Douyin, and Xiaohongshu .
This journey reflects the unwavering dedication of "Powered by Kopenhagen Fur" to shaping the future of the fur industry through strategic partnerships, continuous innovation, and a profound respect for quality and sustainability.
Since its inception, the "Powered by Kopenhagen Fur Brand Alliance" initiative, known as "臻萃之选" in Chinese, has been dedicated to uniting the finest fur specialty retailers under a shared commitment to quality, innovation, and sustainability.
The remarkable journey of this prestigious alliance can be traced through its pivotal developmental phases.
2018 - 2019
Establishment Phase
The foundation for "Powered by Kopenhagen Fur" was formally laid with a landmark press conference at the Royal Danish Consulate General in Shanghai, marking the official certification of the alliance and its inaugural partners in the presence of diplomatic officials. This period also saw the strategic establishment of a physical retail footprint, with flagship presences launched in Beijing's premier shopping destinations, Hopson One and Oriental Plaza, introducing consumers to a new standard of certified quality.
2020 - 2021
Development Phase
The project entered a significant growth phase by taking its message to influential industry platforms. The new vision for fur was presented to both the public and the media during Shanghai Fashion Week, showcasing innovative and contemporary fur fashion. Furthermore, the alliance deepened its dialogue on sustainable fashion by hosting an event at the Royal Danish Ambassador's Residence in Beijing, engaging with partners and stakeholders to promote advanced, sustainable practices within the industry.
2022 - 2024
Consolidation Phase
This era was defined by strengthening collaborations and a heightened focus on artistic expression and sustainability. The alliance launched co-branded IP series that emphasized narrative-driven collections and sustainable material applications, reinforcing a message of collaborative success. The commitment to blending heritage craftsmanship with modern design was powerfully demonstrated at Qingdao International Fashion Week. Under the theme "You Are an Ocean," collections featured traditional techniques like knife-pleating and inlay, presenting fur through a design language that transcended time and culture and celebrated natural beauty.
2025 - 2026
Renewal Phase
The most recent chapter has been marked by a comprehensive brand evolution. A premier event in Hangzhou, a city where ancient culture meets modern fashion, served as the stage to unveil the The Fur Code trend report. This gathering integrated global trends, craftsmanship, and aesthetics, setting a new direction for the industry. A cornerstone of this renewal was the official launch of the newly upgraded exclusive alliance trademark. This modernized emblem represents a four-fold guarantee of trusted raw materials, design, exquisite craftsmanship, and a commitment to sustainable values. Concurrently, the alliance amplified its voice through a unified multi-channel strategy, enabling partner brands to speak with a cohesive brand message across major e-commerce and social media platforms, including Taobao, Douyin, and Xiaohongshu .
This journey reflects the unwavering dedication of "Powered by Kopenhagen Fur" to shaping the future of the fur industry through strategic partnerships, continuous innovation, and a profound respect for quality and sustainability.
Launch of 2025/2026
Powered by Kopenhagen Fur Event
In October 2025, Hangzhou became the epicenter of fur trend innovation as the "Powered by Kopenhagen Fur" Alliance convened for the highly anticipated 2025/2026 Fur Style Code Release and Annual Signing Ceremony. With "Craftsmanship" serving as the spiritual core, the event marked the beginning of a visionary journey, uniting China’s premier online retail brands to explore the next frontier of fur aesthetics.
The event spotlighted the official release of the 2025/2026 The Fur Code White Paper. Interpreted by celebrity stylist Sky, this definitive guide deconstructs future fashion movements, offering alliance brands profound insights and professional direction for their upcoming annual design strategies.
A Covenant of Craftsmanship
In a ceremonial tribute to quality, Kopenhagen Fur CEO Kasper Scott Reinbacher joined brand owners in signing the "Crystal Promise." Far from a standard formality, each customized crystal document enshrined a sample of natural mink skin—a tangible symbol of each brand’s unique identity and its unwavering commitment to aesthetic excellence.
Empowering Partners: A Full-Chain Evolution
2025 marks a pivotal shift for the alliance, evolving from simple strategic synergy into a comprehensive "Resource Binding" model. For the first time, alliance partners were honored as Global Brand Ambassadors, recognizing their leadership in the "New Fur Movement." Furthermore, brand owners were presented with exclusive buyer paddles for the global auction hall, granting them direct access to bid on the world’s top-tier raw materials and seamlessly integrating their brands with the industry’s most coveted resources.
Where Art Meets Nature
The ceremony concluded with a poetic dialogue between tradition and modernity. Renowned calligrapher Mr. Huo Xiao presented a cross‑boundary masterpiece fusing calligraphy with fur craftsmanship, vividly interpreting the philosophical essence of the alliance: “Starting from nature, returning to nature.”
ALLIANCE MEMBERS
New
Development & Upgrades
Exclusive Usage Rights for Brand Identity: Contracted brands are authorized to use the “Powered by Kopenhagen Fur” official collaboration hangtags and exclusive alliance trademarks on their products. This includes the newly upgraded 2025 “Fur Beyond Premium” partnership brand Purple Label, representing the pinnacle of quality and craft certification.
Global Brand Ambassador Status: Starting in 2025, alliance brands will be officially granted the honorary title of “Global Brand Ambassador,” recognizing their role in leading the "New Fur Movement" and promoting sustainable, high-end design.
Exclusive Auction Paddles: Partners will receive exclusive buyer paddles for the global auction room. This is not merely a "pass" to participate in the bidding for world-class raw fur materials; it signifies a strategic resource binding that extends the collaboration from the retail market to the very top of the industrial supply chain.