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Huge success for FOUR PAWS: Armani commits to fur-free policy


FOUR PAWS welcomes decision of globally renowned fashion brand


As a member of the Fur Free Alliance, the world’s largest coalition of animal welfare organisations against the use of fur in fashion, FOUR PAWS welcomes the decision taken by Italian luxury brand Armani to totally phase out the use of real animal fur in its products. Armani will remove all real fur, including rabbit fur, from its collection starting from the fall/winter season 2016. The brand committed to this policy after working with the Fur Free Alliance.


Thomas Pietsch, wild animals expert at FOUR PAWS commented: “We are very pleased that another global fashion company has sent out a clear message against the use and application of real fur. The decision from Armani, the latest global brand to do so, will save thousands of animals from terrible torture. Unfortunately, the use of fur as ornament on jackets or bags is still a booming billion dollar business. Therefore we hope that other big fashion companies will follow the good example of Armani.”


Most fur used in the fashion industry comes from fur farms, where wild animals are kept in small cages and killed by cruel methods that preserve the pelts - such as gassing and electrocution. On top of that, fur production has high environmental costs and health risks due to its chemical-heavy production process.


Giorgio Armani commented on his company’s decision: “I am pleased to announce that the Armani Group has made a firm commitment to abolish the use of animal fur in its collections. Technological progress made over the years allows us to have valid alternatives at our disposition that render the use of cruel practices unnecessary as regards animals. 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.”


By committing to a fur-free policy Armani joins other high-end brands – such as Hugo Boss, Tommy Hilfiger, Calvin Klein and Stella McCartney - and acknowledges the ethical concerns of a new generation of fashion consumers.


Joh Vinding, Chairman of the Fur Free Alliance: “Mr. Armani has been a trendsetter in the fashion world for decades and this latest announcement is proof that compassion and innovation are the future of fashion.”


Animal lovers worldwide will welcome this landmark decision from Armani.