Founded in 2010 at the University of East Anglia (UEA), McRabbit has its roots in the world's longest behavioural study of Rabbits conducted on the University's green fields.

Inspired by the carefree and happy life of the famous UEA Rabbits, particularly during sunny days, University students felt a constant admiration for the simplicity and freedom enjoyed by these Rabbits. This inspiration led to the creation of McRabbit, a fashion brand that prioritize simplicity and comfort.

The brand's essence is captured by the animated McRabbit character, a standing Rabbit that never fails to capture everyone's attention.