Germany, 3 May 2023 – Global animal welfare organisation FOUR PAWS and the Fur Free Alliance 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.

Anne Wessendorf, Textiles Campaign Officer at FOUR PAWS, says:

“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.”

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 favour ethical and sustainable fashion, for which no animal has to suffer.

Stefan Seidel, Senior Head of Corporate Sustainability at PUMA, says:

“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.”

Brigit Oele, programme manager of the Fur Free Alliance:

“We’re thrilled that PUMA is taking a clear stance against animal suffering 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 Keeping wild animals trapped in small cages for a fashion item is cruel, outdated, and unnecessary.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.”