Raccoon dogs in a cage at a fur farm

PUMA Joins the Fur Free Retailer Program

FOUR PAWS welcomes the decision as an important sign against animal cruelty


Vienna, 3 May 2023 – Global animal welfare organisation FOUR PAWS and the Fur Free Alliance, spearheading the Fur Free Initiative, welcome sports apparel brand PUMA as its newest prominent partner. Although PUMA does not currently have any fur products in its range, the company reaffirms its rejection of fur products by joining the international Fur Free Retailer Program. As one of the largest sports brands in the world, PUMA will help raise awareness of animal welfare and make a positive impact on the industry.

"PUMA is making a strong statement for animal welfare and paving the way for other brands to follow suit and switch to animal-friendly alternatives. We look forward to continuing to work with PUMA and other brands to create a better future for animals in the fashion industry,"

Anne Wessendorf, Textiles Campaign Officer at FOUR PAWS

Global trend towards increased animal welfare

For years, most of the public has rejected fur production. A clear trend reversal towards animal and environmentally friendly fashion can also be seen in major fashion houses all over the world. Consumers are in favour of ethical and sustainable fashion for which no animal has to suffer.

“PUMA has worked in the field of sustainability for more than 20 years. Apart from focusing on Human Rights, Climate Action and Circularity, our Biodiversity targets already included a reference to the protection of endangered species as well as their habitats. With the introduction of PUMA's animal welfare policy in 2021, we took an important step towards making sure that animals are treated in a humane way throughout our supply chain. We are also constantly innovating to develop new materials that help us avoid using animal hides. That is why we joined the Fur Free Retailer Program and phased out the use of kangaroo leather this year," says Stefan Seidel, Senior Head of Corporate Sustainability at PUMA.

Brigit Oele, programme manager of the Fur Free Alliance:

"We’re thrilled that PUMA is taking a clear stance against animal cruelty by embracing a fur-free policy. Keeping wild animals trapped in small cages for a fashion item is cruel, outdated and unnecessary. Puma’s move shows that today’s brands value transparency and innovation and want nothing to do with the brutal fur trade.”

Fur Free Retailer Program

The Fur Free Retailer Program is the world's leading initiative to connect fur-free businesses with consumers looking for ethically produced products. The program is an initiative of the Fur Free Alliance (FFA), which is active in over 35 countries around the world. The Alliance is an international coalition of over 50 environmental and animal welfare organisations working together to end the breeding and killing of animals for their fur. More than 1500 brands and retailers are now part of the initiative.

FOUR PAWS is the official representative of the Fur Free Retailer Program in Austria, Australia, Bulgaria, Germany, the United States and South Africa. The global animal welfare organisation offers support and advice to companies aiming for a demonstrably fur-free new start. To this end, FOUR PAWS is available as a contact and mediator in the high-profile joining of the international FFR Program.


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Katharina Braun

Katharina Braun

Team Lead Public Relations


+43 (0) 664 885 33 270

VIER PFOTEN International 
Linke Wienzeile 236
1150 Vienna, Austria

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FOUR PAWS is the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Founded in 1988 in Vienna by Heli Dungler and friends, the organisation advocates for a world where humans treat animals with respect, empathy and understanding. The sustainable campaigns and projects of FOUR PAWS focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats and orangutans – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, France, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, the UK, the USA and Vietnam as well as sanctuaries for rescued animals in eleven countries, FOUR PAWS provides rapid help and long-term solutions. www.four-paws.org

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