Global fashion brand G-Star RAW has just vowed to permanently reject animal fur and join Fur Free Retailer. Although the Dutch denim brand does not use fur in any of its products currently, the move signifies that the brand is taking a clear stance against animal cruelty and will keep moving towards a more sustainable and ethical business model.

The fashion brand named for its raw denim, with more than 4500 points of sale in 55 countries worldwide, continues to drive sustainable innovations and responsible fashion. According to the company, committing to a fur-free policy is an absolute part of this.

Rebecka Sancho, head of sustainability at G-Star RAW, said:

“Animal welfare and specifically the exclusion of animal suffering in the production of
G-Star clothing is an extremely important topic for us. So it only made sense to officially become a Fur Free Retailer.”

The denim brand joins a growing list of nearly 1600 companies including Zara, H&M, Gucci and Prada which have pledged to be fur-free as concerns over animal welfare grow.

Millions of animals die for their fur each year, the majority suffering in small battery cages.

Moranni te Winkel, campaign leader of the Dutch animal protection NGO Bont voor Dieren, said:

“G-Star RAW has never been involved in the cruelty of fur fashion since its founding three decades ago. The brand has been a leader of ethical and sustainable fashion in that regard. By joining Fur Free Retailer, the brand confirms that fur is not only cruel, but also highly damaging to our environment. The more brands that follow G-Star RAW’s footsteps, the sooner the fur industry can be stopped for good.”