by John Russel Jones

Outerwear and sportswear brand Herno has joined the Fur Free Retailer international standard, agreeing to not use or market animal fur.

“LAV applauds Herno’s ethical and sustainable decision to phase out animal fur, forever,” says Simone Pavesi, Head of LAV Animal Free Fashion Area. “Italian and global fashion increasingly needs virtuous brands that make positive choices for the protection of the environment and animals also in a concrete implementation of the Sustainable Development Goals of the UN 2030 Agenda. Fashion consumers today are increasingly informed and aware of the exploitation of animals and the renunciation of animal fur is the first goal that a responsible and aware fashion company must achieve in order to continue to be a leader in its sector.”

(Above: Selections from Herno’s SS23 collection focused on sustainability.)

Joh Vinding, president of the Fur Free Alliance, adds, “We applaud Herno for making a formal commitment not to use real fur in the future. Given the overwhelming evidence of inhumane practices in the fur industry and the availability of so many different options for warm and fashionable fabrics, brands like Herno recognize that there is no future for fur.”

The commitment will take effect beginning with the brand’s fall/winter 2023/24 collections.

LAV, which was founded in 1977, fights for the affirmation of animal rights by practicing and promoting the cultural change that leads to lifestyles and political choices based on respect and solidarity towards living beings, without distinction of species. It is a member of the international Fur Free Alliance coalition, promoter of the Standard Fur Free Retailer, and in 2015, created the Animal Free Fashion rating to raise awareness among consumers and companies towards sustainable choices and, therefore, also free from animal components. LAV, in promoting the elimination of the exploitation of animals among the priority elements of Corporate Social Responsibility, is identified as a reference stakeholder by many companies and fashion e-retailers with which it continues side by side along a virtuous path of sustainability.

The Fur Free Alliance is an international coalition of over 50 animal welfare organizations working together to end the exploitation and killing of animals for their fur. FFA represents millions of supporters around the world. In particular, the FFA focuses on the deprivation and cruelty experienced by animals, both through traps and on “fur” farms.