Woolrich Europe to Go Fur-Free from 2027

Woolrich Europe has announced that it will cease production of new garments containing animal fur for the European market starting 1 January 2027. The decision follows sustained pressure from animal protection organisations, which rallied supporters to call on the outdoor apparel brand to adopt a fur-free policy.

The campaign, led by the Fur Free Alliance (FFA), saw more than 200,000 emails sent to Woolrich and demonstrations staged outside its stores across Europe. The brand is reportedly also exploring ways to extend its commitment beyond the European market.

Woolrich Europe, which was acquired by BasicNet last year, now joins approximately 1,700 fashion brands and retailers in the FFA’s Fur Free Retailer Programme. This aligns the company with competitors such as Canada Goose, Moncler, Napapijri and Parajumpers, all of which have already moved away from fur.

Thomas Pietsch, who leads animal welfare in textiles at Four Paws (an FFA member), welcomed the move. “More brands are recognising that consumers expect stylish and functional products that do not rely on animal suffering,” he said. “This commitment sends a strong signal to the industry and the EU Commission at a time when policymakers are considering the future of fur production and trade in the EU.”

The announcement comes as the European Commission prepares its response to the Fur Free Europe citizens’ initiative, which gathered over 1.5 million signatures calling for an end to fur farming and sales across the EU. A recently published economic report cited by the FFA found that an EU-wide ban on fur farming would be more cost-effective than investing in higher welfare standards for animals farmed for fur.

With this commitment, Woolrich Europe demonstrates that the fashion industry is increasingly responsive to ethical consumerism and regulatory momentum. As the EU weighs its next steps on fur, brands that act early may find themselves better positioned in a changing marketplace.