Victory! SAM. Bans Fur After Push From PETA

For Immediate Release:
June 20, 2024

Contact:
Moira Colley 202-483-7382

Following pressure from PETA, high-end outerwear brand SAM. has confirmed to the group that it no longer uses real animal fur in its clothing line and offers a variety of styles in beautiful faux fur, faux shearling, and vegan leather. In thanks, PETA is sending the company delicious bunny-shaped vegan chocolates.

“Fur belongs on the animals who were born in it, not on jackets and parkas,” says PETA Senior Director Danielle Katz. “PETA celebrates SAM.’s decision to join the now overwhelming majority of fashion and clothing businesses that are shunning the hideously cruel fur industry.”

PETA notes that most animals killed for fur are confined their entire lives to filthy, cramped wire cages, where they frantically pace back and forth, gnaw on the bars, and mutilate themselves out of extreme stress and frustration before they’re electrocuted, gassed, or poisoned. Wild animals caught in traps often suffer for days before trappers arrive to shoot, strangle, beat, or stomp them to death.

SAM. joins hundreds of top brands—including Canada Goose, Hudson’s Bay Company, Moncler, Moose Knuckles, RUDSAK, and Dolce & Gabbana—in banning fur, and PETA is rallying the public to demand that LVMH follow suit.

PETA—whose motto reads, in part, that “animals are not ours to wear”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.