Fur Free Friday: Spotting the differences between real and faux fur

London - Friday, November 25, 2016 is not only Black Friday, the US shopping phenomenon that traditionally comes after Thanksgiving as the day has also been declared as International Fur Free Friday. Created and supported by numerous animal rights organisations around the world, Fur Free Friday encourages shoppers not to make a furry purchase this Black Friday, or if they do to make sure it’s a faux one.

In the past, the very term faux fur was seen a synonym for cheap, ugly fake fur garments produced by mass market retailers. However, thanks to advancements in textile production, that is no longer the case. Faux fur has undergone a transition over the last few years and is increasingly being accepted as the new norm by fast fashion retailers and high-end designers a like. Luxury fashion designers Dries van Noten, Hussein Chalayan and Sonia by Sonia Rykiel, recently all followed in footsteps of British fashion designer Stella McCartney by presenting beautiful faux fur creations in their Autumn/Winter 2016/17 collections.

However, in spite of this surge of interest in faux fur, the fact remains that real fur is all to often mislabelled and sold by retailers as faux fur. An undercover investigation carried out by the Humane Society International found a number of real fur items for sale at high street retailers and online retailers last year, which with either falsely labelled as faux fur or carried no label at all. In order to get into the cruelty-free spirit this shopping season, FashionUnited has created a list together with PETA to help both shoppers and retailers a like spot the difference between real fur and faux fur.

1. Separate the fur and look at the base

Real fur is usually still attached to the skin of the animal it came from, whilst faux fur generally has a fabric or threaded backing. If the backing which the fur is attached too looks like leather, suede or skin, then it is most likely genuine fur.

2. Look at the tips of the hairs

Real animal hair takers to a fine point at the end, much like human hair, unless the animal has been sheared or cut. Faux fur on the other hand usually does not taper at the end, as it tends to be cut mechanically. So if the ends of the hairs taper to a line point, then it is probably real fur. The softness of the hairs can also be a strong indication of whether or not its real fur, however some faux furs can mimic the softness of real fur, so if in doubt it is probably safer to just leave the item in question on the rack.

3. Do the burn test

Although this is probably best done with an item already own or purchased, another way to test the genuineness of fur is through the burn test. Remove a few hairs from the item in question. Hold them firmly in place with tweezers over a non-flammable surface. Then light them with a match or lighter and smell the odour which is produced. Burning animal hair smells very much like burning human hair, a clear indication of real fur. Fake fur, which is commonly made from acrylic or polyester tends to smell like melting or burning plastic when burned.

“We all have the choice to be cruel or kind. Real fur involves actions such as strangling a fox or slitting the throat of a rabbit,” points out Elisa Allen, Director PETA UK. “Meanwhile, many soft, warm, and luxurious faux and other fur-free options are readily available and also far more eco-friendly. So it's really a no-brainer. From Stella McCartney's Fur Free Fur coats to Shrimps' plush creations, the only fur that is fashionable today is fake.” At the moment there are a number of fashion designers and retailers who have developed loyal followers and fans around the world because of their faux fur collections. FashionUnited has rounded up it’s top three faux women’s wear labels, from mid to high end price below.

Urbancode London

British label Urbancode London was founded in London in 2008. The brand offers contemporary jackets, coats and vests crafted from faux faux. Their collections have been closely followed by a number of glossy magazines, such as Look, praised for their accessible price points, trendy items and quality feel. Urbancode London sells its products globally online through its own web shop, but also works with a series of third-party online retailers such as Asos, Yoox and Zalando. Prices for Urbancode London range from 219 euros to 589 euros for a faux fur jacket.

Unreal Fur

Australian cult brand Unreal Fur was launched in 2012 to much acclaim. The PETA-certificated brand has expanded rapidly over the past few years and currently counts over 450 points of sale in 20 countries, which come as little surprise. The independent brand offers consumers both a luxurious and ethical alternative to real fur and its garments are said to mimic both the feeling and texture of real fur - without any animal being harmed in the process. Unreal Fur is also available online via third-party web shops like Asos, Revolve, Nasty Gal, John Lewis, Very Exclusive and The Dressing Room, with prices starting at 225 euros.

Shrimps

Our list would not be complete without iconic faux fur label Shrimps. Known as one of the most unconventional faux fur brands, the label was founded by the young British designer Hannah Weiland in 2013. A London Fashion Week staple, Shrimps offers bright, bold and vibrant faux fur outerwear pieces. Natalie Massenet, the founder of luxury online retailer Net-a-Porter, reportedly wanted to stock the brand as soon as she spotted model Laura Bailey wearing one of its faux fur coats. Shrimps faux fur pieces are available online via its own website as well as through Net-a-Porter, with prices starting at 490 euros.

Photos: Urbancode London, Shrimps, Unreal Fur - Facebook
PETA - PETA.org