SUSTAINABILITY
SOURCES
Sustainability issues are present in fur farm production, particularly mink, mainly because of their diet, which causes an environmental problem due to the waste from their feeding. European legislation and concerns about practices in China play a role. Historically, wild fur was important for clothing and can have a positive impact on ecosystems by preventing overpopulation of certain species. The difference with faux fur (acrylic) lies in its toxicity and durability, with real fur having life-cycle benefits but concerns about its local footprint and use of chemicals.
Denim, a fabric made of cotton yarn with twill weaves, contains stretch denim with polyurethane elastomer. Production includes cotton extraction, indigofera use and industrial weaving, with various finishes such as raw denim, stonewashing and acid washing. There are three main types of cotton: upland, pima and Asian, with cotton growing considered polluting and water-intensive. The history of jeans, originated at Levi Strauss, is characterised by timeless design and sturdiness.
Polyester, produced by a polycondensation reaction using chemical raw materials and a lot of energy, is affected by environmental factors such as sun, rain and friction during use. Recycling polyester is considered an ecological alternative, reducing energy consumption and greenhouse gas emissions.
DESIGN
Het ontwerpconcept van Fureal draait om hergeboorte, met remanufacturing en reparatie als kernmethoden. Reepjesbont worden opnieuw samengevoegd voor een gelijke verdeling, waarbij contrasterende kleuren worden gebruikt voor een Kintsugi-gevoel. De allerleirauh-methode integreert patchwork van diverse bontstukken, en bij zelfgemaakte jassen wordt een patchwork voering toegepast. Retouches verlengen de levensduur van bontartikelen. De focus op minimaliseren van afval omvat het gebruik van tweedehandsstoffen, composteerbare grondstoffen, en chemische recycling van polyester. Het ontwerpproces benadrukt exclusiviteit, met unieke stukken die variaties in kleur vertonen. Fureal specialiseert zich in op maat gemaakte bonten kledingstukken, met een nadruk op remanufacturing, lokaal geproduceerde collecties, beperkte oplagen, en een directe relatie met klanten in de fysieke winkel.
PRODUCTION
The production of our jackets uses fur, mainly because of overstock after the fur taboo in Belgium and the Netherlands. Denim is used for wrist cuffs and additional lining because of its easy-care advantages and longer lifespan. The second-hand denim comes from Oxfam, which had surplus fur coats. Oxfam sorts second-hand clothes at a Brussels centre and sells them in different price ranges, striving for high quality.
Clothing with signs of use is burnt, while normal to high quality is sold in pop-ups for a small contribution or shipped to poorer countries, mainly in Africa. Oxfam works with volunteers and offers training, which is in line with our commitment to a sustainable and ethical environment. Our local workshops in Belgium handle the entire production process and offer fair wages, a safe working environment and training for financially weaker workers. Our production is on customer demand, making each coat unique. Sustainability is a priority with eco-friendly operations such as the use of solar energy and the fact that fur is biodegradable. Our commitment to sustainability goes hand in hand with customer and employee satisfaction. The coats consist of strips of fur, produced with a fur machine and a lot of handwork for sustainability. Repairs and retouching also take place in our workshops.
SALES
Our sales take place in local retail chains or studios, with a focus on conscious choices and opposition to excessive consumption behaviour. Transparency and education are priorities, with information on raw materials and care for our products to raise environmental awareness. We avoid individual packaging for jackets, discourage last-minute purchases, and aim to reduce waste. Repair services extend the life of garments, and we base our production on specific customer needs to reduce overproduction, with limited editions and exclusive releases.
USE
Emphasizing longevity for fur coats is a priority for the company. Customers are actively involved in the learning process to optimize the longevity of their fur coat, which can last up to 60 years. Essential care instructions are shared on visits to the studio, with summer storage being crucial. Cold storage, with constant temperature and humidity in professional fur storage facilities, is recommended. Alternatively, storage is in one's own closet, with tips such as avoiding a dry, dark and cool environment, using broad shoulders for the coat rack and adequate breathing room for the fur. Moth control is discussed, including freezer treatment with attention to avoiding ice in the hair.
END OF LIFE
