Why We Care

Millions of animals are killed on fur farms and by trapping.

Some animals fall victim to barbaric traps. Others spend the entirety of their lives in grim conditions in fur farms across the globe before being slaughtered. Another source of fur is Canada’s government-sanctioned seal slaughter, in which hundreds of thousands of seals, many just weeks old, are brutally killed. This is the reality that the fur industry wants so desperately to hide from the buying public.

How many animals does it take to make a fur garment? (Source)

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The Fur Industry Misleads Consumers.

The fur industry works hard to mislead consumers about fur and fur trim. It fights against labeling laws that could help shoppers make informed decisions about what to buy. Its aggressive public relations efforts falsely claim that fur is a “fabric” and that fur trim is a “byproduct.” The fur trade will say anything to persuade consumers to dissociate its product from the actual animals who die to create it.

Deceptive fur industry marketing has led to a surge in the popularity of fur trim, now commonly found on inexpensive clothing, accessories, and even toys, and to increased markets overseas. But, just because there is a small bit of “fluffy trim” on a jacket cuff or scarf tassel, doesn’t mean it isn’t the same grisly product of animal suffering and death. Designers who choose to use fur are relying on novel ways to incorporate fur into their clothing lines and designs. Fur is now being dyed bright colors, braided or beaded for a unique texture or exotic look, or clipped down to imitate the feel of velvet fabric.

Increasing Number of Designers, Brands, Companies Are Going Fur-Free.

Despite the efforts of the fur industry to promote fur, and increasing number of high-profile brands, designers, and retailers – such as Gucci, Michael Kors, Jimmy Choo, Armani, Zara, YOOX Net-a-Porter Group, Forever 21, Timberland, The North Face, and H&M – are making the compassionate decision to go fur-free. Fur is therefore an important and pressing ethical issue within the fashion industry.

A January 2016 survey of 1,025 people ages 18 to 34 by Mic.com revealed that 66 percent of respondents were not comfortable wearing fur and 70 percent said they would not buy a new clothing item with fur on it.

“Due to technological advances in fabrications, we now have the ability to create a luxe aesthetic using non-animal fur… We will showcase these new techniques in our upcoming runway show in February.”

Michael Kors Holdings Limited (includes Jimmy Choo)

“I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. … Pursuing the positive process undertaken long ago, my company is now taking a major step ahead, reflecting our attention to the critical issues of protecting and caring for the environment and animals.”

Giorgio Armani, 2016