Increasing global temperatures caused by greenhouse gases boost arctic ice to melt more rapid than ever before. Its natural habitat of polar bears is shrinking dramatically and makes them being considered as one of the most threatened species in the world. They are the first and so far most affected species by global warming.

Icecap serves as an essential platform for hunting seals. Thanks to their fine sense of smell, probably the finest nose of all mammals in the world, they can track seals under the ice. But due to the rapidly melting ice, they gonna loose their vital hunting platform. Rising temperatures in the arctic mean that the ice freezes late and thaws again early. The carnivore hunting season is getting shorter and shorter. They cannot build up enough fat reserves to survive. In search of food, more and more desperate bears are getting lost in human areas. The meet up between humans and bears is very dangerous for both sides and usually ends fatally for the bears. A study supported by WWF shows that sea ice will continue to decline dramatically over the next few decades and is expected to melt completely in summer by the year 2035 - with fatal consequences for the polar bears: They could be almost completely extinct by the end of the century.

They are beautiful animals that exude self-confidence, strength and aesthetics. With them as our icon, we want to show the basic values of our brand and draw attention to the great threat to their very existence.