Luxury fashion brand Ed Hardy China has joined the Fur Free Retailer Scheme, committing to go fur free in China, the world’s biggest producer and consumer of animal fur products. ACTAsia is a charitable organisation with Special Consultative Status with the UN Economic and Social Council (ECOSOC).
While Ed Hardy China’s 2024 Autumn/Winter collection will still include the use of fur, the brand will go completely fur free, starting with the 2025 Spring/Summer collection. Ed Hardy China has 89 physical stores covering 44 cities in China, including Beijing, Shanghai and Hangzhou. Ed Hardy China also operates online stores on several platforms, including Tmall, WeChat mini programme, JD, and Xiaohongshu.
“Ed Hardy, founded 20 years ago, attaches great importance to the concept of environmental protection and sustainable development, and is committed to the sustainable development of the enterprise and actively undertake social responsibility. The FFR Scheme advocates for providing more compassionate choices to consumers to promote sustainable fashion and the protection of the environment and animals. This is very much in line with Ed Hardy’s environmental philosophy. We hope to raise awareness of sustainable development among companies and consumers, and lead the way to a Fur Free, sustainable fashion future!” said Zhou Cheng, Director of Ed Hardy China.
“It’s exhilarating to welcome Ed Hardy China to join the fur free movement and be part of the Fur Free Retailer Scheme. I believe the brand announcement will send a sustainable and Fur Free message to millions of young people in China and Asia.” said ACTAsia Co-Founder and CEO Pei Su.
ACTAsia’s Fur Free programme is run in conjunction with the Fur Free Retailer (FFR) the world’s leading programme to connect fur free companies to consumers seeking ethical goods. The FFR scheme encourages companies to go fur free in the spirit of ethical consumerism. There are 93 FFR brands in China, and which continues to encourage fashion designers and retailers to pledge never to use real fur. More than 1,500 retailers have joined the international scheme to date.
Ed Hardy China’s commitment to go fur free in China comes in the run-up to the 2024 Compassion in Fashion Forum in Shenzhen on April 14 2024, which is part of ACTAsia’s 10th International Fur Free & Sustainable Fashion Festival. As part of the A/W 2024 Shenzhen Fashion Week (SZFW), ACTAsia’s forum features renowned speakers to discuss the ethical issues behind fur production, its environmental impact and the importance of sustainable fashion.
This year’s speakers include Ming Pan, President of Shenzhen Garment Industry Association, Xiao Qing, Deputy Secretary General of China Biodiversity Conservation and Green Development Foundation, John Lau, Dean of Academic Strategy, London College of Fashion, and Echo Liu, China Head of Programmes, ACTAsia.
About Ed Hardy China
Ed Hardy is an American luxury fashion brand founded in 2004, mainly targeting young trendsetters. In 2016-2018, ELLASSY Group acquired the brand ownership of Ed Hardy in Greater China through a share acquisition. Ed Hardy China has 89 physical stores covering 44 cities in China, including Beijing, Shanghai and Hangzhou. Ed Hardy China also operates online stores on several platforms, including Tmall, WeChat mini programme, JD, and Xiaohongshu.
In 2022, the brand revenue of Ed Hardy China was nearly RMB300 million (USD41.5 million), according to parent company ELLASSAY Group’s annual report.
