Wing-Co, which is manufactured by Arla Foods UK, is marketed to men who want to “‘man-up’ against hunger.” The brand has heralded the chest hair coat is “a protest against the widespread manning-down of British blokes, typified by clean-shaven chests and ever-emasculating fashion”.
With the slogan 'Shoots down hunger, fast', Wing-Co aims to appeal to male consumers, and stresses the nutritional benefits to men of “40% more protein than most other milk drinks”.
The coat, which has been branded the ‘Man-Fur Coat’, took four fashion designers 200 hours to weave.
The hundreds of thousands of individual hair strands represented “a fraction of the amount waxed and shaved off by hirsute hommes every single week as they eschew manning-up in favor of a chest like a baby’s backside,” Wing-Co claimed.
The three-quarter length coat is available to buy for £2,499.
A Wing-Co spokesperson commented, “Whether it’s their appetite or their appearance, men all over the UK need to man-up. We commissioned the Man-Fur Coat as a wake-up call for the nation’s gents.
“A way to encourage them to readopt the values of assured ‘men’s men’ from yesteryear who would laugh nonchalantly in the face of adversity and be proud of their abundant manliness," the spokesperson added.