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For Immediate Release: 04/16/09

fffashion” the fur free fashion design contest attracts many conscientious designers

Best new fur-free fashions and contest winners to be unveiled in September 2009

Sacramento, CA — Born Free USA united with Animal Protection Institute (Born Free USA) and leading environmental publication, E Magazine will unveil the results of fffashion,” the fur-free fashion design competition this September. fffashion’s goal is to promote the ethical and environmental benefits of foregoing fur fashions while creating an opportunity for independent designers to showcase their talent for a worthy cause.

The competition has been great success attracting much interest from fashion design students and independent designers who entered their fur-free fashion designs for cash prizes and the chance to be featured in an ad in the September/October issue of E Magazine. Complete contest details can be viewed at www.bornfreeusa.org/fffashion.

Winners will be will be chosen by a celebrity panel of judges including eco-model and Discovery Channel “Planet Green” host, Summer Rayne Oakes; lifestyle icon Sophie Uliano, author of New York Times bestselling book Gorgeously Green, and E Magazine editor Brita Belli.

"The importance of ethical fashion is becoming more top-of-mind as consumers and designers alike begin to make the connection that what we wear is inextricably linked to the greater whole," said Oakes, who recently published a new book, Style, Naturally.

“Being fur-free is both socially and environmentally responsible. Not only is the use of fur unconscionable in this progressive day and age, it is damaging to our wildlife, our ecosystems and people who work in fur processing factories,” says fffashion judge Sophie Uliano. “In short, it’s impossible to design with fur, sell fur, or wear fur, and claim one is anything close to being ‘green’.”

“In recent years more and more people have begun embracing ideologies that support ethical consumerism,” said Monica Engebretson, senior program associate for Born Free USA. “We were thrilled to see the progressive, inspirational fashions that were entered into the competition.”

The fffashion competition is a program of Born Free USA’s Consumers for a Fur Free Society (CFFS) program. CFFS represents an international effort to provide consumers with accurate information about retailers and fur, allowing consumers to make an informed choice when shopping. CFFS has widespread international success, with partners including H&M, Esprit, American Apparel, and Pier 1 in the U.S., and Marks and Spencer, Topshop, and the Co-operative Group in Europe.

CFFS is part of the international Fur Free Retailer program, supported and endorsed by the Fur Free Alliance, an international coalition of 35 leading animal and environmental protection organizations representing millions of supporters worldwide.

Born Free USA is a national leader in wildlife conservation and advocacy, working to end animal cruelty and exploitation through legislation, litigation and public education. For more information on Born Free USA and its programs, visit www.bornfreeusa.org.

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