LONDON — International outerwear brand Woolrich Europe has officially announced a fur-free commitment in collaboration with the Fur Free Alliance, a coalition of 45 animal protection organizations in more than 30 countries. The announcement comes following more than 200,000 emails sent to the company and public demonstrations outside stores across Europe. With the transfer of the “Woolrich” brand for Europe, Türkiye and the Russian Federation to the new owner, BasicNet, in November 2025, there has been a shift in pace that led to its joining the Fur Free Alliance’s fur-free initiative. The move comes at a critical moment for the future of fur in Europe as the European Commission looks to respond to the Fur Free Europe initiative, which attracted more than 1.5 million signatures calling for an EU-wide ban on fur farming. While the Commission had been expected to present its response in March 2026, a decision has been delayed until after summer.
As part of the understanding, Woolrich Europe has joined the global Fur Free Retailer Programme, which has partnered with 1700 brands and retailers worldwide. The brand will cease production of new garments containing animal fur by December 31, 2026. without prejudice to the standard cycle for the disposal of any stock over time. This means that from January 1st, 2027, all new Woolrich Europe collections will be fur-free. Joining the Fur Free Alliance’s fur-free initiative is a decision by BasicNet, the new owner of Woolrich Europe, and will apply across all Woolrich European stores. Woolrich Europe has also taken an active role to expand its fur-free choice to operations outside of Europe.
Founded in 1830, Woolrich is considered America’s oldest outdoor-clothing brand, even supplying clothing for the American Civil War and Antarctic expeditions. Today, Woolrich has 33 stores and outlets globally, including 23 stores across the European Union.
During fashion weeks in September 2025, the Fur Free Alliance launched a global campaign asking Woolrich to join its competitors—including Canada Goose, Moncler, Napapijri, Parajumpers and many others—by adopting a fur-free policy and ending its use of fur from animals including coyotes and raccoon dog. Two months later, Italian brand group BasicNet announced it had acquired Woolrich Europe from L-Gam, an investment fund based in Luxembourg.
Shely Bryan, Fur Free Programme Director for Humane World for Animals, says: “By going fur-free, Woolrich Europe is sending a message to the EU Commission that fur is cruel and no longer fashionable, and it is time for the EU to ban fur farming once and for all. We’ve already seen an 86% drop in the number of animals cruelly confined and killed for their fur since 2014, and as more brands like Woolrich go fur-free, that demand will drop even further. Bravo to Woolrich for recognizing that fur has no place in a modern world.”
Fur Free Alliance Chairman Joh Vinding says: “It’s a true sign of the times when a brand that got its start making fur-trimmed coats for fur trappers is now going fur-free. Woolrich’s new owner BasicNet clearly understands that today’s consumers want nothing to do with an archaic and cruel fur industry and instead are demanding more ethical materials that are better for animals and the planet. Congratulations to BasicNet for seeing the writing on the wall and helping move Woolrich into the 21st century.”
In 2023, the Fur Free Alliance launched a similar successful campaign against Italian luxury brand Max Mara and has worked with many brands over recent years including Gucci, Armani, Prada, Hugo Boss and many others to announce fur-free policies.
Fur farming is banned in 24 European countries, Israel has prohibited the sale of fur and the same has occurred in the U.S. in 16 cities and the entire state of California. Switzerland has recently banned the import and sale of cruel fur products.
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