Adidas has joined the Fur Free Retailer (FFR) program, a coalition of more than 50 animal protection organisations scattered around the world, which encourages brands and retailers to ban the use of fur throughout their operations. Four Paws represents the FFR program in Germany, Austria, Bulgaria, South Africa and Australia.
Adidas is driving sustainability in across all its product range and business operations. Adidas has made vegan materials a focus of its work over recent years and is developing a new vegan leather shoe made from fungi. These trainers are to be produced from mycelium, the thread-like structures of mushrooms, and will inform the brand’s continued shift from conventional leather. The number of vegan products with three stripes is growing; since last year, for example, the popular sneaker classics Stan Smith and Superstar have been available as vegan versions.
The company has made the decision to underline its position on the controversial use of animal-derived materials within apparel, and by doing so becomes the 1,500th company to join the FFR initiative, following the likes of H&M, Zara, Gucci and Prada. Today’s consumers support fashion brands that care about animals and the environment.