Half a hundred Estonian fashion companies have already joined the fur-free program “Fur Free Retailer”. The 50th Estonian fashion company to say no to fur was Sokisahtel.
Eneli Agu, the retail manager of Sokisahtel, said that they care about the environment, animals and nature, and not using fur is one of the principles they follow. Celebrating its 10th anniversary this year, Sokisahtel offers a wide range of sock and stocking products.
“Animals and birds are fun, cool and happy on our socks, which is why they keep the wearer’s mood up and are a friendly reminder that the animal kingdom and the environment around us need care, tenderness and protection in every step they take,” said Agu.
According to Maaja Mälli, the coordinator of the “Fur Free Retailer” program, half a hundred retailers is a very good result considering the small size of Estonia. “Banning fur farms is a very topical issue right now, and I am very pleased that there are so many companies that are pro fur-free Estonia. This is a clear sign that fashion designers are realizing that fur is neither necessary nor practical, and it is time to end its use. We are very happy with each new retailer, because it shows that another company has decided that fur-free fashion is the only way to go,” she said, adding that more reputable and recognized companies will soon join the program.
Companies that have joined the “Fur Free Retailer” program do not use fur in their products. In addition to Sokisahtel, Reet Aus, Tallinn Dolls, Tanel Veenre, e-shop astri.ee and many others have also decided in favor of fur-free fashion in Estonia. Abroad, several reputable fashion companies have joined the program, such as Hugo Boss, Armani, Versace and Gucci.