The Finnish brand Whitetail was founded by designer and M.D. Margit Peura on the idea of promoting a more sustainable world through her desire for fashion design. After studying in Helsinki Design School she established the brand in 2014 and immediately began to seek ways of combining sustainability, excellent quality and intriguing design. The aim to create more than just another dress was clear from the beginning. In addition to ethical production, bearing social responsibility is what Whitetail stands for. Ecological textiles and eco-friendly and luxurious material – Peruvian alpaca wool, were chosen as the central components of the collection. Margit’s travel to Peru initiated collaborations with local manufacturers, and Margit, not only because of her former role as a doctor, decided that she wanted to give something back to that country. A health-care project aiming to improve children’s health in Peru is being launched in co-operation with PRS (Physicians For Social Responsibility).