Unveiling the New Turtle Fur Branding: A Symbol of Protection and Inspiration

STEP OUTSIDE YOUR SHELL

Founded in 1982 by single mom Millie Merrill, Turtle Fur was built on these values, and they hold as true for us now as they did then. To grow, flourish and thrive, one must draw on their moxie, tap into their sense of adventure and trust in their community to step outside their shells. As we embark on our next chapter, we’ve done just that – stepped outside our shells to bring to life our new brand platform – one that delivers amazing-feeling and protective accessories, for every body, so YOU can step outside your shell.

A Symbol of Protection & Inspiration

Our new platform stitches our history into our future. We focused on what you need us to deliver for your outdoor adventures – warmth, comfort, protection from elements, amazing fit and feel – and the moxie it takes to just get out there. Our new logo – the turtle’s shell – represents protection from the elements, represents comfort, safety and a sense of belonging, and as inspiration that sometimes you must step outside your shell to grow and thrive. Hidden in the negative shapes is a sun – symbolizing the comfort we deliver for you from sun rise to sun set. The yellow color comes from our origins – we were founded by single mom Millie Merrill, in the basement of her children’s clothing store, the Yellow Turtle.

Born on the slopes, built for beyond

We were born on the ski hills, but we don’t stop there. We are committed to exploring all outdoor spaces so that we can support every adventurer. Our new branding needed to feel at home on the ski slopes where we are known, as well as on the trails and riversides, on your commute and picnics at your local park, and wherever you #StepOutsideYourShell.