Safegurading the quality of the conversation.

In today’s world, the volume of information we are exposed to everyday has been growing exponentially. In this new, intense and somehow artificial conversation about the sustainability of fur VS faux fur, it seems that for every pro-fur study, there’s an anti-fur one to match as said fashion journalist Sophie Benson in DAZED. She adds regarding reports commissioned by the fur factory farming lobby

Much like a study sponsored by Philip Morris that says smoking is good for you, (fur industry’s advertisings) should be read with the underlying bias in mind

Indeed, the fur factory farming lobby has been busy communicating intensely about its “eco-friendliness” and is even more busy in criticizing faux fur, a material that has saved millions of animals between 2018 and 2019, than rethink the practice of factory farming. As evidenced in Vogue Business

(Our) investments are mainly directed to reinforce the product image of sustainability

(Roberto Scarpella from the Italian Fur Association)

We believe that conversations around sustainability and all the issues our planet is facing today should not be about telling nice stories : it’s about facts, transparency and solutions.

A long tradition of lies

In the last 10 years the fur factory farming lobby has been accused multiple times by different regulatory authorities, of misleading, deceptive or baseless claims. It is now time for the fashion industry to see the tactic.

These accusations have no equivalent in the faux fur sector.

See by yourself and draw the conclusions.