Red Alpha Wolf Jacket

A family at the centre of the design

A wolf pack is a family. The two adults at the centre are the parents and the rest are their pups from the last few years, which is why packs keep breaking up and forming again as the young leave to find mates of their own. The word alpha came from unrelated captive wolves penned together in the 1940s, and the biologist who made it famous spent his later years asking people to set it aside.

The design keeps the drama and drops the myth. One red wolf, front and centre, a parent at the head of a family.

Red, the colour that carries furthest

Red sits at the long wavelength end of what we can see, and against a dark ground it appears to advance while the colours around it fall back. That is why it has served as the signal colour in flags, warning paint and heraldry for centuries, and why a red motif holds its shape at a distance where a quieter hue would blur. Printed large and simple, as it is here, it stays a shape instead of a smear.

Background on how packs really divide the work sits in the organization of the wolf pack.

How it is made, and how it fits

Thick, hooded and cosy, with an organic cotton interior, a polyester exterior and a reinforced zip. Machine washable at 30 degrees. The cut runs small, so take the size above your usual one. Measurements are on the size chart, and the hooded range sits in wolf hoodie.

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