OUT OF THE WILD, OUT OF THE ORDINARY

Welcome to our journal — a space where we share the stories behind our brand, celebrate the people who wear our designs, and highlight the feedback from our happy clients. Here, you’ll find honest reviews, real experiences, and a closer look at how our designs are received out in the world. It’s our way of connecting, reflecting, and sharing the journey with you.

In September 2021, five cheetah cubs—just 7 to 8 months old—were found alone by farmers in the Kalahari. Their mother was missing, and they were too young to survive on their own. Thanks to the efforts of NWPG Nature Conservation, Cheetah Outreach Trust, Ashia Cheetah Conservation, and the Ann van Dyk Cheetah Centre, the cubs were rescued and taken in for care.

One of the cubs, later named Houdini, had a severe eye injury and sadly lost the eye after surgery. Despite this, he quickly became known for his playful, elusive nature.

Once strong enough, four of the five orphans were successfully rewilded across protected reserves in South Africa, where they are now thriving. Houdini, deemed non-releasable, has found a permanent home at the Ann van Dyk Cheetah Centre.

Atlas Bear has proudly adopted Houdini for the next year—and we’re honoured to support our wild child on his journey.

This story is a true example of conservation in action—thank you to all who made it possible.