Furmark: the fur industry’s desperate bid to get out of a hairy situation
Programme promises consumers animal welfare and sustainability in what could be a last stand to bring back business
Few products have suffered a bigger image implosion than fur. Once a status symbol for the rich, rock stars and royalty, it’s increasingly become stigmatised, a fashion fail synonymous with animal suffering and the ostentatious display of wealth.
And yet, through decades of public protests, corporate boycotts and vegan activism, the industry has lumbered on, thanks to Chinese mink shoppers and the global trend of fur trimmings on arctic anorak hoods. Now the $25bn industry is seeking redemption, arguing that fur has its rightful place in the era of sustainability and careful consumption.
The pitch is called Furmark, a certification programme that aims to ensure animal welfare and sustainability at every step of the supply chain and to ultimately bring back business. Consumers can trace the farm where a mink, fox or sable was kept and where the pelt was later dyed and dressed, providing a level of assurance that animal rearing and environmental standards were maintained in the best possible way...