» Pels har aldrig været mere fremtrædende
i modebilledet end nu, og alligevel har enkelte modehuse
meddelt, at de ikke længere vil bruge pels.
Det har de blandt andet gjort ud fra en bæredygtigheds
-betragtning, hvilket vi i branchen synes er fuldstændigt
misforstået, for pels er i den grad svaret på tidens krav om
bæredygtige materialer og ressourcevenlig mode «
JESPER UGGERHØJ, CEO, KOPENHAGEN FUR
Summary
- We live in a time where consumers, busi- and advantages of wearing fur, and we will the fashion industry itself works with.
but how can it be done best when selecting Additionally, the fur trade is introducing approx. 6,000 people directly. The Danish
nesses and organizations agree that the fu-
ture must be built on sustainable solutions,
products and materials? There are many
different answers to this question. Fur
has never been more prominent in fash-
ion than now, and yet some fashion labels
have announced that they no longer want
to use fur. They have taken this decision
in consideration of sustainability, which
we in the industry think is completely mis-
understood, as fur is one of the answer to
the demands for sustainable materials and
resource-friendly
fashion.
Kopenhagen
Fur's own vision is based on sustainability,
so we share the fashion labels' wish. There-
fore we are launching a new and offensive,
global initiative, where the fur industry en-
ters into an even closer, fact-based dialogue
with the fashion industry, as there is too
much misinformation about fur out there.
We have not been good enough at infor-
ming people about all the great qualities
now correct this, says Jesper Uggerhøj, CEO
at Kopenhagen Fur.
WelFur, the most ambitious certification of
a livestock production to date. WelFur goes
even further than the well-known certifi-
cations of other animal husbandry, because
it measures not only the animals' housing,
but also the animals' behaviour.
CEO Jesper Uggerhøj elaborates:
- WelFur is a transparent certification,
where consumers and fashion companies
get detailed information on the conditions
under which the animals are bred. Addi-
tionally, we are working on documenting
the basis for a certification of the indus-
try's total environmental impact, and so it
is on the basis of this kind of independent
research and the fur's sustainable nature,
that we want to enter into a closer dia-
logue with the fashion industry. We believe
that fur is among the answers to many of
the challenges of sustainability, which
Fur is one of Denmark's main export prod-
ucts and nationally, the industry employs
mink farmers are world-leading, a posi-
tion that the industry has the ambition of
strengthening and expanding.
- The consumption of clothes is one of the
biggest environmental challenges we are
facing. Resource usage in fast fashion is
comprehensive, and there is a general
agreement that we must adjust the way we
consume. Fur is the opposite of fast fashion.
A fur coat is slow fashion, because it lasts
for many years, it can be remade and it can
be passed on to the next generation. A fur
coat is a lifelong investment, and it is also
a sustainable investment in contrast to, for
example, the cheap plastic versions that
last a few seasons only to end up as prob-
lematic plastic waste. Therefore, we would
like the fashion industry to use even more
fur, says Jesper Uggerhøj.
MODEBRANCHEN.
| ISSUE NO 01 JAN./FEB. 2018 | 87