The continuing popularity of fur on the runways supports Gallup poll results, as leading designers recognize that fur is a branding “must” for all luxury lines. Designers are creating fur fashions and accessories in various styles and price points to meet the growing demand for fur across all demographic segments. And fur is being recognized as a smart fashion investment due to its versatility and wearability and its luxury appeal.

Further supporting the positive trends in fur acceptance is a growing awareness of the Origin Assured program that was initiated by the International Fur Trade Federation (IFTF) in 2007. This program assures consumers that the fur in a garment or fur product that bears an OA label comes from a country where local or national regulations or standards governing fur production are in force. As United States shoppers increasingly make more educated purchase decisions, they are recognizing that fur is a natural, renewable, sustainable resource and is a responsible fashion choice.