Starting January 1, 2027, Woolrich Europe will stop producing new garments containing animal fur, following growing pressure from animal rights activists and a wider industry shift towards fur-free fashion.
In 2026, at a time when textile innovation, alternative materials, and new technologies make it possible to create high-performance clothing without animal suffering, the use of real fur feels increasingly outdated and difficult to justify. Yet, despite growing awareness around more ethical and conscious fashion, some brands continue to use it. Until now, Woolrich was among them. But the heritage outerwear brand has finally decided to turn the page.
Starting January 1, 2027, the iconic outdoor clothing brand, with nearly two centuries of history behind it, will eliminate animal fur from all new garments produced for the European market, with the ambition of gradually extending this commitment worldwide. A significant step forward, made in collaboration with the Fur Free Alliance (FFA), an international coalition bringing together 45 animal protection organisations across more than 30 countries.
Behind this decision lies the power of collective action. More than 200,000 emails and demonstrations outside Woolrich stores across Europe have put the spotlight on the brand’s use of animal fur, helping push the company towards a change of direction. The campaign specifically highlighted the use of fur from coyotes and raccoon dogs, urging Woolrich to follow in the footsteps of other major outerwear brands, including Canada Goose, Moncler, Napapijri, and Parajumpers, which have already moved away from animal fur.
The announcement comes at a pivotal moment for the future of fashion and animal welfare in Europe. As pressure mounts to put an end to fur farming, a recent economic report adds another compelling argument to the debate: banning fur farming across the European Union would cost less than investing in improved animal welfare standards for foxes, mink, raccoon dogs, and chinchillas.
In an industry that constantly celebrates innovation and progress, there is little room left for practices that belong to the past. With cruelty-free alternatives more accessible than ever, animal fur is no longer a necessity, but an outdated choice. Woolrich’s decision is another step in the right direction, but it also raises a bigger question: why has it taken so long? In 2026, going fur-free shouldn’t be considered groundbreaking. It should simply be the standard. Because the future of fashion isn’t just about what we wear, but what we choose to leave behind.