Arla's chest-hair coat

Rugged approach: Arla’s new campaign features a coat made of chest hair

Arla has unveiled a new type of fur coat – made out of discarded male chest hair – to celebrate the launch of its new Wing-Co protein-rich chocolate-flavoured milk drink, targeted at men.

The ‘Man-Fur Coat’ took a team of four fashion designers a total of 200 hours to make, according to a Wing-Co spokesman.

It was commissioned to draw attention to the brand’s launch campaign, which seeks to pitch Wing-Co as a drink to help men “‘man-up’ against hunger”.

“We commissioned the Man-Fur Coat as a wakeup 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,” a Wing-Co spokesman said.

Wing-Co, which launched in April, is available at Tesco, Asda and Morrisons, rsp £1.10 for a 500g bottle.