The name ‘Arctic fox’ was inspired by the animal of the same name. To hunt for food, arctic foxes travel long distances. Their prey can usually be found below the surface of the snow, so while hunting, the fox must rely on its senses of hearing and smell alone. To catch its prey, the fox dives nose-first into the snow. This can be quite painful, and many times the fox is unsuccessful. But it keeps on trying until it finally succeeds.
It is this spirit of relentless optimism that inspired us as a brand. We believe in the audacity of hope. In a world full of people obsessed with overnight sensations and instant success, we believe in creativity and perseverance. We knew that we didn’t want to be yet another player in the adventure/sports category. Instead, we want to celebrate those who embody the spirit of the Arctic fox – those who will relentlessly pursue their dreams, no matter how impossible they may seem.
This editorial was created as an extension of this thought. Here, we will curate stories of amazing people and their journeys in pursuit of their impossible dreams. We hope these stories will inspire you as much as they inspired us.
In addition to this, there will be a few posts here and there about us, but they won’t stray from the theme of this editorial. Posts about us will still be about chasing a dream – our dream, of building a successful brand.