Hugs - Natural alternatives to fur - 100% wool - Nieuwe Hoogstraat 19A

For long, real fur was the only way to go, and beyond its crucial role for human survival in the Stone Age, it became a favorite for both the fashion and the royal elite.
Where in the beginning the animals and people lived peacefully together, this changed violently with the industrial revolution. Nature got disrupted.
Animals became widely bred, factory farmed, abused and killed for their furs.
There came a big gap between nature, animals and people.

Since the 11th century furs were worn by the wealthy as a status piece and in the 20th century furs were launched in fashion magazines.
During the early 1970’s the anti-fur movement began, when animal rights activists targeted the fur industry and its damaging effects on animals’ lives.
An increasing number of apparel brands, Haute Couture, retailers and designers ban fur from their collections or use faux fur.
Not only animal cruelty but also the environment are concerns for many luxury fashion houses. The case for sustainability becomes complicated because sustainability isn’t faux furs strong suit.

We don’t want cruelty and dead animals, nor do we want the plastic waste which is estimated to take between 500 and 1000 years to biodegrade. It tends to damage both the environment and the animals.
Faux fur is made from synthetic fibers which aren’t biodegradable and aren’t kept and reused and recycled like real fur is.
The faux fur isn’t exactly saving the environment, nor the animals who are trying to thrive in it.

We are now in 2020 and there are no responsible furs available on the market but there is still a big demand for fur, as it’s great to feel, wear and cuddle and keep you naturally on the right temperature.
Hugs.Amsterdam has developed the first natural alternative to fur and synthetic imitations of fur.

Hugs.Amsterdam claims to be the first in the world to create this most modern luxury runway fur collection you can imagine.
A fur which embraces and connects nature and animals, is natural with no plastics involved (no plastic pollution like faux furs).
Hugs natural furs are a renewable resource, while petroleum, the basis of synthetic fur, is not.
Hugs.Amsterdam does not release micro plastics into the environment. Hugs.Amsterdam is about high welfare and is truly sustainable.
There are no toxins used.

Hugs.Amsterdam went back to slow fashion. Back to the ancient craft technique of making textile with 100% wool before the invention of weaving. Natural elements like rain, natural olive(soap), friction by human muscles creates new textiles. These animal friendly furs are made utilizing a technique where the fur is friendly shaved off the animal and then felted into a new fur. The wool locks are transformed in the most modern and sustainable, cruelty free, sumptuous furs and other eco-wools in many different, one of a kind, fairy and hairy surfaces.

These are the one and only natural furs, made in Amsterdam.
It’s 100% natural sustainable cruelty free wool.

You can now totally enjoy the fur, feel good and stay healthy by cuddling and wearing it. Hugs.Amsterdam is for all year round. Keeps you cold in summer and warm in winter.
Hugs.Amsterdam embraces nature, is sustainable, eco-friendly, cruelty free and is your hairy friend for life.
One of a kind wraps, scarves for all kind of different way of wearing for everybody, from one generation to the next one.

Hugs.Amsterdam, Embraces Nature
With love and gratitude, Made in Amsterdam

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