Campaign progress: Woolrich Europe adopts fur-free policy
International outerwear brand Woolrich Europe has officially announced a fur-free commitment after the campaign that Project 1882 has run together with other animal rights organisations. The announcement comes following more than 200,000 emails sent to the company by consumers, as well as public demonstrations outside stores across Europe.
The progress 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 support from more than 1.5 million citizens calling for an EU-wide ban on fur farming.
"In the outerwear industry, fur has long been regarded as an integral part of the products. By going fur-free, Woolrich Europe and its new owner are taking a clear stand for animals and showing that fashion has no place for animal suffering. It sends a strong signal to the industry and to the European Commission. The future is fur-free.”
– Linn Åkesson, Chief Program Officer, Project 1882
As part of its commitment to phasing out fur, Woolrich Europe has joined the global Fur Free Retailer Programme. The brand will cease the production of new garments containing fur, and all new collections from Woolrich Europe will be fur-free from the end of the year. The decision will apply to all Woolrich shops in Europe. The brand has also taken an active role in expanding its fur-free range to operations outside Europe.
Joining the Fur Free Alliance’s fur-free programme is a decision by BasicNet, the new owner of Woolrich Europe, and will apply across all of Woolrich’s European stores. Woolrich Europe has also taken an active role in expanding its fur-free choice to operations outside of Europe.
“The fact that a brand which once manufactured fur-trimmed jackets for fur trappers is now going fur-free is a clear sign of the times. Woolrich understands that today’s consumers want nothing to do with an outdated and cruel fur industry. Now is the time for Sweden and the European Commission to introduce a comprehensive ban.”
– Linn Åkesson, Chief Program Officer, Project 1882
In 2023, Project 1882 launched a similar successful campaign against Italian luxury brand Max Mara and has worked with many brands in recent years, including Gucci, Armani, Prada, Hugo Boss and many others, to announce fur-free policies.
Fur farming is banned in 24 European countries, and a ban is on its way in Sweden.
About Woolrich
Founded in 1830, Woolrich is considered America’s oldest outdoor clothing brand, 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.
The Italian brand group BasicNet announced it acquired Woolrich Europe from L-Gam, an investment fund based in Luxembourg, in late 2025.
About the campaign
During fashion weeks in September 2025, Project 1882 launched a global campaign together with several animal rights organisations, 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 dogs.
Ban EU fur farms
It is time for the European Commission to act for a ban on fur farming and on imports of fur products.
