An Israeli startup is taking on the fashion industry head-on in an attempt to put an end to the cruel and environmentally damaging practice of using animal fur

Founded by a team of diverse experts, Bio-Fluff has created a plant-based product that not only mimics the look and feel of real fur but also boasts a significantly lower environmental impact. The process involves sourcing plant fibers directly from European farmers and partnering with family-owned factories in Italy to manufacture the fur without the energy-intensive process of spinning the fibers into yarn.

As more brands embrace green fashion styles, Bio-Fluff’s impact on the fur industry is expected to be significant. A 2024 study by the World Bank estimated that the fashion industry is responsible for 10% of annual global carbon emissions, with the production of animal-derived materials like fur contributing heavily to this figure

“We frame the solution around using existing raw materials,” Israeli co-founder Lihi GamZon tells NoCamels. “Our product creates up to 90 percent fewer emissions than real fur, as it does not require the resource-heavy – and frequently cruel – involvement of live animals.”

The company’s collaboration with renowned fashion designer Stella McCartney marked a pivotal moment in the industry’s shift towards eco-friendly fashion. Bio-Fluff’s sustainable fur featured in McCartney’s 2023 pre-fall collection.