It’s more than just a magazine—it’s an initiative, a collective project with an aggresive anti-fur focus. Led by editor and stylist Joshua Katcher, with the support of fashion designers, models, photographers and other industry professionals, the group spreads its gospel—fur is inherently cruel, fur is unnecessary, fur is not a “personal choice”—through its flagship magazine, its website, events and more. “Animal fur has come to represent arrogant indifference and frivolous cruelty,” Katcher says in the group’s declaration of principles. “More and more fashion professionals are taking a stand for a clear and honest consistency with the values most of us already share, and are making changes without compromising aesthetics.” Their ambitious tagline? Reinvent the Icon.