Fur Free Alliance
An international coalition of leading animal protection organizations across dozens of countries. Runs the Fur Free Retailer programme, which certifies brands that commit to selling no animal fur.
furfreealliance.comSAME WARMTH. A KINDER TOMORROW.
Look closer.
Choose kinder.
Fur is a choice. So is a kinder, more compassionate future. Explore stylish, high-performing fur-free alternatives that respect animals, people and the planet.
KINDER
FASHION
FASHION
BRIGHTER
COMMUNITIES
COMMUNITIES
A HEALTHIER
PLANET
PLANET
OF A FUR COLLAR KINDER
CHOICES
GO FURTHER
PEOPLE WHO
END THE
FUR TRADE
END THE
FUR TRADE
01LEARN
Behind every fur trim is an animal that never chose this.
Most fur on the market comes from fur farms, where mink, foxes, raccoon dogs and chinchillas spend their lives in small wire cages. These are wild, active animals. Confined, they show repetitive pacing, self-harm and signs of chronic stress.
The rest is trapped in the wild with leghold, snare and body-gripping traps that can hold an animal for hours or days, and catch pets and protected species too.
CAGES
A lifetime on wire mesh
Farmed animals are typically kept in barren cages with no room to run, swim or dig, from birth until they are killed at a few months old.
SLAUGHTER
Killed to keep the pelt intact
Methods are chosen to avoid damaging the fur: gassing is common for mink, and undercover investigations have documented electrocution of foxes.
PUBLIC HEALTH
A reservoir for disease
In 2020, COVID-19 outbreaks on mink farms led Denmark to cull its entire farmed mink population, around 17 million animals.
PLANET
Not a natural product
Pelts are treated with chemicals such as chromium salts and formaldehyde to stop them rotting, and farms generate large volumes of manure and feed waste.
THE TIDE IS TURNING
Laws, designers and shoppers are leaving fur behind.
- 2000
- The UK passes a ban on fur farming in England and Wales, the first of many across Europe.
- 2019
- California becomes the first US state to ban the sale of new fur products, in force from 2023.
- 2021
- Israel becomes the first country to ban the sale of fur for fashion.
- 2023
- The European Citizens' Initiative “Fur Free Europe” is validated with about 1.5 million signatures, asking the EU to end fur farming and farmed-fur sales.
- Today
- Fashion houses including Gucci, Prada, Versace, Chanel and Burberry have dropped fur from their collections.
02ALTERNATIVES
Same warmth.
Nothing lost.
Warmth, softness and texture no longer depend on animals. The kindest option is often the one already in your wardrobe; when you buy new, look for recycled and bio-based materials.
FAUX FUR
Recycled & bio-based pile
Choose faux fur made from recycled polyester or partly plant-based fibres, which reduce reliance on virgin plastic. Buy well, wear for years.
INSULATION
Synthetic fill that performs
Modern synthetic insulation keeps warming when damp and is used in serious outdoor gear. Many lines are made from recycled fibres.
TRIMS & COLLARS
Fleece, bouclé, teddy
A hood or collar doesn't need a fox. Textured knits, fleece and bouclé give the same soft frame to a face, and wash at home.
HOW TO SPOT REAL FUR
Real fur is sold as “faux” more often than you'd think. Check before you buy.
01 · Part the hairs
At the base, faux fur shows a woven or knitted fabric backing. Real fur grows from leather skin.
02 · Look at the tips
Real hairs taper to a fine point. Synthetic fibres are usually blunt and uniform in length.
03 · Push a pin through
A pin slides easily through fabric backing, but meets resistance in skin. If in doubt, don't buy it.
03ORGANIZATIONS
The people ending the fur trade.
Established, independent organizations with a track record of investigations, legal reform and work with brands. Follow them, donate or volunteer.
Humane World for Animals
Formerly the Humane Society of the United States and Humane Society International. Campaigns for fur sales and farming bans, works with designers to go fur-free and investigates fur farms.
humaneworld.orgFOUR PAWS
Global animal welfare organization that campaigns for an end to fur farming in Europe, documents conditions on farms and helps fashion brands adopt animal welfare policies.
four-paws.orgEurogroup for Animals
Represents animal advocacy organizations at EU level. Coordinated the Fur Free Europe citizens’ initiative calling for an EU-wide ban on fur farming and farmed fur products.
eurogroupforanimals.orgRespect for Animals
UK campaign group dedicated to ending the international fur trade, through public campaigns, investigations and pressure on retailers to drop fur.
respectforanimals.orgPETA
One of the most visible animal rights groups worldwide. Its investigations into fur farms and high-profile campaigns have pushed many brands and retailers to go fur-free.
peta.orgAnimal Equality
International organization that carries out undercover investigations on farms, including fur farms, and uses the footage to support legal reform.
animalequality.orgLast Chance for Animals
US organization that has run long-standing anti-fur campaigns and investigations, and supports city and state legislation banning fur sales.
lcanimal.org04TAKE ACTION
Sign every email fur-free.
Add the 0 FUR mark to your email signature. Each message you send becomes a quiet reminder that fashion can be kind. Pick a colour, download, and add it in your mail settings.
MARK COLOUR
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I choose fur-free.
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