For Immediate Release:

February 11th, 2023


Tyler Bauer

(424) 262-3960


Livermore, CA – Today is the second day of an international weekend of action against Max Mara. While activists from Coalition to Abolish the Fur Trade (CAFT) were scouting a potential protest against Max Mara’s Livermore store, they realized that some of the items in the store looked suspiciously like real racoon fur. Upon closer inspection of the garments, the items were clearly labeled as “real fur” – violating California’s new law outlawing its sale. 

CAFT condemns Max Mara for this violation of the law and hopes that local authorities will take swift action against them to discourage other brands from following in Max Mara’s footsteps.

The fur trade has been struggling as an industry for the past few years with the recent trend of major fashion conglomerates enacting fur-free policies company wide. Often these policies have come after intense pressure from animal advocates. “We applaud Californians for taking a stand against fur – however, ending the sale of fur in California is not enough. CAFT wants to see a world where no animal has to die for a luxury garment.” 

Coalition to Abolish the Fur Trade (CAFTUSA) – exists to forever end the killing of wildlife for their fur. CAFT has protests scheduled against Max Mara around the world to demand that fashion finally stops using fur.

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