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Stella McCartney has created the world’s first faux fur that’s *actually* sustainable and the fashion industry just breathed a big sigh of relief

There has forever been a battle between sustainable and ethical fashion warriors when it comes to the subject of fur.

The most divisive fabric in the industry, fur’s detriment is obvious – animals must die for you to be able to wear it. But despite initially appearing as the answer, animal-free alternatives are by no means free of controversy.

Unquestionably more ethical in terms of animal cruelty, it’s the fabric’s sustainability credentials that have seen it come under fire in recent years. It is also not always entirely ethical, with many faux furs manufactured by people working in appalling conditions.

Made from petroleum-based products and polyester/acrylic mixes (essentially plastic), they can take approximately 1,000 years to biodegrade once they inevitably end up in landfill.

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Often mistaken by animals for food, plastic also poses questions of ethics being found in more than 60 per cent of seabirds and 100 percent of sea turtle species, according to The Ocean Conservancy.

Just a quick review of the facts makes it blindingly clear why anyone considering a ‘fur-looking’ product could find themselves facing a seriously tricky conundrum.

Thankfully – and entirely unsurprisingly – Stella McCartney is here to answer all of our prayers.

Pioneering the world’s first faux fur made using plant-based ingredients, Stella has created a bio-based fur by KOBA® which pushes the boundaries of sustainability and her own signature Fur Free Fur which is officially Anna Wintour-approved.

37% plant-based, the new fabric consumes up to 30% less energy and produces up to 63% less greenhouse gas than conventional synthetics.

Providing a much-anticipated ethical option that is kind to the planed, the new KOBA® Fur Free Fur contains recycled polyester blended with a corn byproduct that can be recycled again at the end of its life and encouraging a closed-loop fashion cycle.

Revealing the first prototype at her Summer 2020 show in Paris, Stella debuted the innovative fabric not on the runway but rather on the front row, worn by supermodel Natalia Vodianova.

Christopher Sarfati, CEO of ECOPEL who partnered with DuPont and Stella in the production of the new product, said: “We’ve been working with Stella McCartney for several years, and we have clearly been positively influenced by her values.”

“Not only are we proud to offer animal-friendly alternatives to fur, but are even more proud to take the road less traveled in designing new ways to create faux fur. From recycled to bio-based, we are supporting a transition towards more sustainable materials.”

The incredible new fabric will be rolled out as part of Stella’s collections this year… Sign. Us. Up.

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