Despite Australia’s long-standing ban on the import and export of cat and dog fur, misleading labelling continues to allow fur products of unknown origin to reach Victorian shelves. Investigations commissioned by Collective Fashion Justice have revealed that items containing animal fur are widespread and still available to purchase in Victoria.

Quite possibly, consumers are purchasing items containing fur unknowingly, as the labels on the items falsely state that the products are Australian Wool or acrylic.

Fashion advocacy group Collective Fashion Justice ordered tests on two beanies with pom poms (labelled as acrylic) purchased from Melbourne’s Queen Victoria Market – finding that they were in fact made from fox and raccoon dog fur. Advocates say Raccoon dogs (fox-like animals) are often electrocuted, skinned alive or bludgeoned to death for their fur.

A child’s vest sold by Suttons Ugg (which has stores in Sydney and Melbourne) was also tested and found to be made of domestic cat and rabbit fur, despite being labelled 100% Australian Sheepskin or Australian Wool. Suttons Ugg admitted the label on the vest was “wrong”.

Emma Hakansson from Collective Fashion Justice says the findings highlight a serious consumer protection failure:

"Every Victorian would be shocked to know that they could go to the store and accidentally buy something made from cat fur, when they may have a cat at home themselves".

She also gave consumers tips for checking certain traits when purchasing faux fur items.

"If the ends of the fur are quite wispy instead of blunt, then it's likely to be animal fur. If you look at the middle, you might find skin attached, whereas it would be on a woven, fabric backing if it was faux fur. You can also see that faux fur shines a little bit differently — there are a few different tells."

Calls for a statewide fur sales ban

The Animal Justice Party, together with Collective Fashion Justice and Four Paws, have been testing fur products since 2021.

It shouldn't be down to consumers to be able to spot mislabelled fur. Animal Justice Party MP Georgie Purcell says that Victoria should introduce a statewide ban on the sale of all fur.

"The Victorian government had no issue immediately banning machetes – we think they should treat this with as much seriousness. We don't need another taskforce. We know that this is a problem. We know that the fur industry is cruel and outdated."

Policy push underway in Victoria

In 2025 and 2026, MP Georgie Purcell co-chaired a taskforce into the sale of fur in Victoria, which heard from fashion industry representatives, animal welfare groups, and First Nations communities.

A consultation paper and policy brief have now been given to the Minister for Consumer Affairs, and we are hopeful that it will result in the government committing to a ban on the retail sale of fur in Victoria.

We are extremely thankful for Collective Fashion Justice and the work they undertake in advocating for change, together with Four Paws.

New polling reveals that an overwhelming majority of Victorians want to see this change.

Victoria now faces a clear choice: continue allowing misleading and unethical fur sales, or take decisive action to end them.

How you can help

Sign our petition to Ban the Fur Trade in Victoria.