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Fur Trim is a Trap

Exposing the brutal reality of the fur industry

Each year in Canada, over 3 million animals are killed for their fur. Some are trapped and killed in the wild, and others are raised in confinement in fur farms. Fur is not humane. Fur is not green or environmentally friendly. Fur is not necessary, even when exploring the Arctic. The use of fur is justified by a number of reasons, but it's a trap. Retailers are feeding us misinformation, and companies like Canada Goose have been chiefly responsible for the recent resurgence in fur trim.

The Campaign

In December 2012, we turned all of our shops in Eastern Canada—25 in Ontario, Quebec and Nova Scotia—into campaign centers where employees, customers and supporters could sign postcards urging Dani Reiss, the CEO of Canada Goose to stop using fur trim on products. And to expose the brutal cruelty of the fur industry, we transformed our Queen St location in Toronto into a live performance piece for 24 hours, where a brave performer sat in our window caught in a leg hold trap.

We also partnered with The Association for the Protection of Fur-Bearing Animals to spread our message. We encouraged customers to purchase Charity Pot Hand and Body Lotion and donated the sales to support their campaigns and awareness efforts. Since 1944, The Association for the Protection of Fur-Bearing Animals (also known as Fur-Bearer Defenders), has been working to end the commercial fur trade by exposing trapping cruelty and through protecting fur-bearing animals in the wild from confinement.

The Outcome

During the busy Christmas season, we managed to get over 3000 postcards signed and sent to Canada Goose.