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.

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 Keeping wild animals trapped in small cages for a fashion item is cruel, outdated and unnecessary.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.