australian brand ellery vows to go fur free after mass complaints

The brand have listened to public feedback and are committed to a fur free future.

by Wendy Syfret
07 November 2016, 11:55am

The offending item

Last month, Sydney label Ellery came under fire on social media for their use of fox fur in their Pre-Fall 16 collection. The criticism related to two fur stoles made from "100 per cent red fox fur (Finland)" and retailing for thousands of dollars. The backlash was lead by PETA, who lobbied the brand and called for members of the public to bombard their social media pages.

Within hours their Facebook and Instagram accounts were flooded with comments: the brand eventually received complaints from 60,000 people around the world, leading to their Facebook page to be shut down. But the message was clearly heard, and they've since vowed to operate as a totally fur free business.

In a statement to the Daily Telegraph they did specify that the fur they used was strictly regulated, writing: "Ellery is proud of its ethical supply chain and sourced fur from Finnish-based, Saga Furs... Saga Furs come exclusively from strictly government-regulated and certified European farms. Transparency and quality are the core values of the Saga Furs brand and the company files annual reports on its responsibility."

Even though it's hard to see how using any fur can be "ethical" or "responsible", it is great to see a brand listen to criticism and respond in a conscientious way. This year has proved again and again the power of social media to hold brands accountable, as we've seen independent designers press back on issues of plagiarism and consumers demand more sustainable production practices from brands.

PETA were quick to congratulate the brand for listening to the feedback, and deciding to change their practice. In a statement they reflected, "Today's kind shoppers want nothing to do with an industry that confines animals to cramped cages, violently beats them, and tears their skin off. By banning fur from future collections, Ellery has done the right thing for animals and consumers." We couldn't agree more, here's to hoping other brands follow their lead. 


Text Wendy Syfret
Image via Instagram

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