A new biodegradable faux fur comes as Copenhagen Fashion Week extends its fur ban to include exotic skins and feathers.
Ecopel, the Paris-based leader in faux fur innovation, has unveiled Flur — a vegan faux fur that it says is plant-based and biodegradable, free from petrochemicals, and utilizes natural dyes to achieve a shearling or mohair appearance. This innovation comes as part of Ecopel’s broader strategy to phase out synthetic materials in favor of more sustainable options.
“This is really a revolution for the market, and I believe more and more the customer who buys polyester or recycled polyester will move to this kind of product,” Christopher Sarfati, CEO of Ecopel, said in a statement. The company aims to demonstrate that high-quality, cruelty-free textiles can also be environmentally responsible, says Arnaud Brunois, Ecopel’s communications and sustainability manager. “It’s the beginning of a new era for us,” Brunois shared, emphasizing the shift away from traditional synthetics and toward innovative, plant-based solutions.
“We are happy to have opened a path to new ways of looking at fur. Neither fake fur nor animal, these textile furs represent the future of fashion — they solve the complex equation of promoting the end of synthetic while refusing cruel and obsolete animal exploitation,” Brunois said. “We are certain that the fashion world will be at our side to develop this range and make it a new standard,” he added.
Ecopel’s commitment to sustainability extends beyond Flur, with the company enhancing its product line to include textiles that mimic the textures of fox, rabbit, mink, and raccoon without the ethical and environmental costs associated with real fur. “Neither fake fur nor animal, these textile furs represent the future of fashion — they solve the complex equation of promoting the end of synthetic while refusing cruel and obsolete animal exploitation,” Brunois said, underlining the industry’s potential for transformation.
The company is currently expanding its operation, with two recent acquisitions including Silmatex in 2022 and Areto Textil in 2023 — both hailing from Spain. Ecopel says the new facilities will help it ramp up production as it eyes luxury sector partners across Europe. According to Sarfati, this is critical to Ecopel’s next step “where we want to win and take it to the market to show them exactly what we are doing, and what is possible,” he said.
This commitment to ethical fashion is mirrored by Copenhagen Fashion Week’s recent decision to exclude collections containing exotic skins or feathers from its runways. This policy builds on CPHFW’s existing fur ban, which was announced in 2022. The new ban introduces stringent requirements for participants, advocating for the use of certified, sustainable, or recycled materials in at least 50 percent of their collections. Yvonne Taylor, PETA’s Vice President of Corporate Projects, applauded the initiative: “Skål to Copenhagen Fashion Week for raising the bar for other events by removing all exotic skins and feathers from its catwalks.” Taylor said the move is a “logical evolution” of the show’s ban on fur and reflects a growing trend seeing consumers prioritize sustainable and ethical fashion.
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