Friendly Fur is dedicated to promoting sustainability and raising awareness about the sensible use of resources. The concept of “sustainable use” is widely recognized and advocated for by numerous conservation organizations. By engaging in the fur trade, Friendly Fur provides a financial incentive to protect the natural habitat of animals.

It is important to note that no animal is harmed for the production of Friendly Fur. The company exclusively collects pelts from licensed executives, ensuring no harm is inflicted on the animals in the process. Additionally, Friendly Fur does not engage in hunting unless it is necessary for reasonable forest management purposes such as preventing overpopulation, epidemics, and threats to ground breeders.

At its core, Friendly Fur actively supports a healthy variety of species and biodiversity in nature. Recognizing that humans are also a part of nature, the brand does not favor mono-culture grown fabrics or synthetic materials. Instead, Friendly Fur advocates for maintaining nature in its natural state and promotes measured and controlled harvests that support consumption with respect and moderation.

As a brand, Friendly Fur does not endorse industries or damaging monocultures that contribute to mass-consumption and the production of excessive goods. The focus is on sustainable practices and preserving the integrity of natural ecosystems.

In addition to its commitment to sustainability, Friendly Fur has expanded into the fragrance industry. As a new fragrance brand, it offers a range of perfumes with two fragrances in its collection. The brand was first established in 2012 and has continued to innovate with new scents, with Mark Buxton as the master perfumer behind these creations.