DEH GAH GOT'IE KOE/FORT PROVIDENCE - In an industry where furriers are facing increasing competition, Fort Providence's Dene Fur Clouds continues to push forward.

"Business is picking up," said Judy Magrum, the general manager for the company.

A model sports some of Dene Fur Clouds' products during a fashion show at the North American Fur and Fashion Exposition in Montreal last month. The ensemble includes a chevron jacket in black sheared beaver with magenta, orange and blue rabbit, belted with a moose antler belt. A Helmet hat and classic scarf made of sheared beaver outlined in blanket stitch in colourful rabbit completes the outfit. - photo courtesy of Dene Fur Clouds

Across Canada fur designers and manufactures are struggling because lower- priced goods are being imported from other countries such as China and Russia, said Magrum.

It's hard to compete with the pricing on offshore products, she said.

Even some manufactures are buying offshore to supplement their lines, Magrum said.

Dene Fur Clouds is feeling some of the effect of imported fur garments but is relying on the story behind their product to help sell their goods. The company has always promoted the traditional aspects of their designs and products as well as the fact that local trappers harvest the fur, said Magrum.

"It's selling the story," she said.

"If people are going to be spending a little bit more they need to know why they're spending it."

Dene Fur Clouds' approach fits with the latest campaign by the Fur Council of Canada called "Fur is Green." The campaign is promoting fur as a sustainable product that supports people and cultures. Some of the company's products are in the promotional material that's being used to push the campaign, Magrum said.

Magnum represented the company at the Fur Council of Canada's North American Fur and Fashion Exposition in Montreal from April 29 to May 2. Dene Fur Clouds shared the largest booth at the show with other groups from the Northwest Territories and Nunavut.

The show provided the company with the chance to promote their goods and liaise with other fur manufactures and producers.

"It was certainly beneficial for us to go," she said.

The company's products caught some eyes at the show. Dene Fur Clouds has recently started to add colour to their designs that were previously made primarily in natural colours. Rabbit furs dyed magenta, orange and blue are being used as accents in both garments and accessories.

The company's aviator hat, which is accented with a blanket stitch in the bright colours, was a particular eye catcher, said Magrum.

"It has some colourful embellishments," she said.

Interest was also peaked by a day-and-a-half photo shoot with a model held right in the booth. The photos will be used for promotional material and to update the company's website, she said.

Back in Fort Providence, work is ongoing at the company's shop.

Normally three knitters and a finisher work in the shop at any given time.

A person working with antler accents and people cutting fur can also be at work. Staff numbers dip in the summer as employees take time off.

"It's hot and you're working with fur as well, said Magrum.

After a lull in production last year the company is picking back up again, she said.

"We're getting back on track," Magrum said.