Tagline
Innovative by nature. Fundamental consideration. Redefining true luxury.
Unreal Fur is an Australian outerwear brand founded in Melbourne in 2012 by Amir Shani and Gilat Shani, with the stated aim of ending the use of animal-derived fur and animal products. Using vegan materials, it offers cruelty-free looks across coats, jackets, scarves, accessories, and more. Its official mission is to design with “vegan materials of the best quality” to end the use of “real fur and animal products.” The brand also emphasizes long-lasting quality and is available through retailers worldwide.
Concept
Our mission is to end the use of real fur and animal products in the fashion industry by designing with vegan materials of the best quality in the world.