North Aware goes fur free!

The world’s first smart parka has an even smarter look – it’s going fur free! North Aware made a big splash by crowd funding millions for their parka that featured built in gloves, scarf, and other high-tech accessories. But their initial offering included a coyote fur trim option.

The company, after hearing from The Fur-Bearers and our supporters, among others, has chosen to remove the fur option.

“It’s been brought to our attention that the animals that would be used for the real fur trim suffer horribly when they are put down,” the company wrote on their Facebook page in March. “Many of these animals are treated cruelly before they pass away. We have seen videos of animal treatment that made our stomachs turn, and we know they would make you feel the same way, too, even if you enjoy wearing real fur.”

This is another sign that more and more people are learning the truth about fur – and choosing to #MakeFurHistory. Please take a moment to go to the North Aware Facebook page and thank them for this decision – for the animals!


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Join The Fur-Bearers today and help us protect fur-bearing animals in the wild and confinement. To become a monthly donor (for as little as $10/month – the cost of two lattes) please click here and help us save lives today. Your donation is tax-deductible.

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About Us

Established in 1953, The Fur-Bearers is a charitable, non-partisan organization whose goals are to end the commercial fur trade and promote solutions for wildlife coexistence in communities. Your donation is tax-deductible. Charitable registration number: 130006125RR0002

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