Animal Defenders International


Animal Defenders International

Is that fur real? Concerned public invited to check their faux fur items

Posted: 7 February 2019. Updated: 7 February 2019

With a growing number of faux fur items found to be real fur, compassionate shoppers are being urged by Animal Defenders International (ADI) to share photos and video of items they are concerned may not be faux. Monitoring posts with the hashtag #IsThatFurReal on Facebook, Twitter, and Instagram during New York Fashion Week (February 7-15) and London Fashion Week (February 15-19), ADI will be advising the public if their faux fur could in fact be the real thing.

Animal Defenders International President Jan Creamer said: “Unaware that real fur is often mislabeled or not labeled at all, and cheap, shoppers may unknowingly be supporting animal suffering. Animal Defenders International is here to help the public avoid animal fur and help stop this cruel trade.”

To help consumers avoid real fur, ADI has the following tips: 1) If the tips of the fur taper to a fine point, rather than blunt ends, it is most likely real; 2) If the fur is attached to a fabric of mesh base it is fake – real fur is attached to skin; 3) For items you own, remove a few strands and burn them – fake fur will smell of melting plastic, and real fur of singed hair.

Here are some statistics on the global fur trade:

•Over 110 million animals are killed on fur farms worldwide each year, with more than 16 million trapped in the wild.

•At least 18 countries to date have passed laws that prohibit or restrict the farming of animals for their fur.

•ADI’s investigation of a fur farm in Poland, one of Europe’s largest producers, with the US one of its largest importers, captures a rare insight into the industry, which kills more than 100 million animals a year worldwide. The short film “A LIFETIME” documents the lives of two sibling foxes who were born on a fur farm then killed at the age of seven months; while “NEVER HUMANE” demolishes industry claims that killing is quick, efficient, and humane.

• Intensively farmed in barren, cramped, filthy conditions, animals reared and killed for their fur are deprived of their natural lives. The lifelong stress, deprivation, and extreme confinement causes both psychological and physical damage.

• Reflecting public attitudes, a growing number of designers and fashion brands are going fur free. Burberry, Donatella Versace, DKNY, Donna Karan, Diane Von Furstenberg, Gucci, Michael Kors, and Jean Paul Gaultier all announced plans to do so over the past 12 months. For the first time ever, no designer used real fur at the last London Fashion Week in September 2018, while Los Angeles recently hosted the world’s first Vegan Fashion Week.

• Showing the impact of these positive moves, fur auction house Saga Furs has announced a 20% drop in its income and loss of 1.7 million Euros (around $1.9 million) last year.

• Celebrities supporting ADI’s campaign: Ricky Gervais, Joanna Lumley, Brian Blessed, Sara Pascoe, Peter Egan, Gemma Atkinson, Moby, Elaine Hendrix, Alexandra Paul, Bob Barker, and Emily Deschanel.

• Take action and find out more here.

Media Contacts:

US: Lesley McCave, ADI Communications Director | (323) 935-2234 or (323) 804-9920 |

UK: Devon Prosser, Press Officer | 020 7630 3344 or 07785 552548 |

© Animal Defenders International 2020