Achievement
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fur
14 October 2026

Woolrich Europe has decided to stop producing new garments containing real animal fur for its European stores by the end of 2026. The announcement follows campaigns by GAIA and the Fur Free Alliance, which resulted in more than 200,000 emails being sent to the company and demonstrations outside Woolrich stores across Europe. Woolrich Europe is also joining the Fur Free Retailer programme, which brings together fashion brands and retailers committed to eliminating real animal fur from their collections.

Founded in 1830, Woolrich is considered America's oldest outdoor clothing brand. It supplied clothing during the American Civil War and for expeditions to Antarctica. Today, Woolrich has 33 stores and outlets worldwide, including 23 across the European Union.

For years, Woolrich Europe was among the major fashion brands that continued to use real animal fur. In 2025, the Fur Free Alliance – an international coalition of more than 45 animal protection organisations active in over 30 countries, including GAIA – stepped up its campaign to end Woolrich's use and sale of animal fur.

Those efforts have now paid off. Woolrich Europe has decided to stop producing new garments containing real animal fur by 31 December 2026.

Woolrich Europe is also joining the Fur Free Alliance. The decision was taken by BasicNet, the new owner of Woolrich Europe, and will apply to all Woolrich stores across Europe. Woolrich Europe has also taken steps to extend its fur-free commitment to its operations outside Europe.

We congratulate Woolrich Europe and its parent company BasicNet on their decision to turn their backs on animal fur for good and join the Fur Free Alliance. This decision shows that a brand with almost two centuries of history can also look firmly towards the future. A future in which animal suffering has no place in fashion.

Michel Vandenbosch
President of GAIA

Behind the fur lies immense animal suffering

For animals, this development is crucial. On fur farms, minks, raccoon dogs, foxes and many other animals are confined to tiny cages. They suffer from chronic stress and severe behavioural disorders, and may even mutilate themselves. Ultimately, they are killed for their fur, most commonly by gassing or anal electrocution.

In 2026, GAIA released footage of “monster foxes” in Finland. The images show foxes deliberately fattened to extreme sizes to produce ever-larger pelts. The bigger the animal, the more valuable its skin becomes to the industry.

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DISCOVER OUR INVESTIGATION INTO THE “MONSTER FOXES”
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Fur farming is banned in Belgium, but not yet across Europe

Thanks to GAIA, fur farming has been banned in Belgium since 2023. However, fur products can still be imported and sold in the country. That is why GAIA continues to call for a ban on the trade in animal fur, both in Belgium and across Europe.

In the European Union, 7 million animals are still bred and killed for their fur every year. The European Citizens' Initiative (ECI) “Fur Free Europe” collected more than 1.5 million verified signatures across the EU, making it one of the most widely supported European Citizens' Initiatives to date. This sends a powerful message: a significant proportion of the public no longer wants fur and expects Europe to put an end to this industry.

Another major brand goes fur-free

Woolrich Europe is also joining the Fur Free Retailer programme, which brings together fashion brands and retailers that have chosen to eliminate real animal fur from their products. The list now includes nearly 1,700 fur-free brands and retailers and continues to grow.

The company is following the example of other major brands that have already turned their backs on animal fur, including luxury fashion houses such as Gucci, Prada and Versace, as well as Lacoste, Puma and Adidas.

This decision comes at a crucial moment for the future of fur in Europe. The European Commission is expected to respond soon to the Fur Free Europe European Citizens' Initiative, which gathered more than 1.5 million signatures calling for a fur-free Europe. As more fashion brands turn their backs on animal fur, the message to the Commission is clear: choose a fur-free Europe.

But the battle is far from over. As long as animals continue to be bred and killed for their fur, GAIA will keep fighting for a fur-free world.