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Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs

Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs
Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs
Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs

Jason Derulo hits a career home run with his new music video “SWALLA”. This video showcases Jason Derulo’s lifetime of influence in the entertainment industry

Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs
Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs

Jason Derulo performs with Little Wayne and Nicki Minaj and Ty Dolla Sign. The video features some of the hottest female dancers presented in the music video genre since Justin Bieber’s SORRY video.

Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs
Jason Derulo Silver Fox Fur Coat Marc Kaufman Furs

Marc Kaufman Fur’s original gray silver fox coat is featured prominently in the Swalla video. Justin ups his swag 10 fold thanks to celebrity furrier, Marc Kaufman Furs.

Check out Jason Derulo in Swalla. Even better…check out the incredible original fur coat designs from celebrity furrier, Marc Kaufman Furs

Jason Derulo has been spotted on several occasions wearing luxurious fur coats. The singer-songwriter is known for his bold fashion sense, and his fur coats have been a staple in his wardrobe. From his iconic music videos to his red-carpet appearances, Jason Derulo has rocked everything from classic mink coats to bold, brightly-colored fur jackets. Despite the controversy surrounding fur in the fashion industry, Jason Derulo remains unapologetic about his love for fur, often incorporating it into his sleek, high-fashion ensembles.

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Designer Fur Coats NYC Fur Jackets Sales Booming

Designer Fur Coats NYC

Designer Fur Coats NYC are booming after swing from fashion faux pas to catwalk favorite

Figures show farmers stepping up production to meet soaring demand for mink, sable, fox and ferret pelts

Fur pelts
Buyers and sellers trade animal fur pelts at a fashion fair in Hong Kong. Photograph: Alex Hofford/EPA 

They are not alone in falling off the anti-fur wagon. Figures from the International Fur Federation show that the industry is enjoying another year of considerable growth. The demand for mink, sable, fox, and ferret has soared, and farmers have stepped up production.

In 2013/14, 87.2m mink pelts produced around the world, worth a total of £2.2bn, with 35m produced by China alone.

China also remains one of the biggest producers of fox pelt, and together with Finland, 91% of the 7.8m fox furs produced globally.

The figures – the first to show a breakdown of different pelts – follow on from research by the IFF last year, which valued the global fur trade at more than £26bn.

On the British catwalks last year, more than 60% of shows featured designer fur coats, and at New York fashion week, the figure topped 70%. While luxury labels such as Fendi have a long history of featuring real furs in their shows, fur is increasingly being used by newer brands as well. In New York, the up-and-coming label Cushnie Et Ochs said fur was its favorite material, adding that it was “not ashamed.”

Fashion Designers

This month Karl Largerfeld said he would be putting on a select “couture fur” show to mark his 50th anniversary of working for Fendi. “For me, fur is Fendi, and Fendi is fur, fun furs,” he said. “Fendi is my Italian version of creativity. The Fendi Haute fourrure fashion show is the opportunity to stage the royal furs of furs.”

He told the New York Times: “For me, as long as people eat meat and wear leather, I don’t get the message. It’s effortless to say no fur, no fur, no fur, but it’s an industry. Who will pay for all the people’s unemployment if you suppress the fur’s industry?”

Celebrities in Fur

In the 80s, it was a fashion faux pas to step out in fur, but today’s celebrities seen. Rihanna and Rita Ora recently pictured in real mink coats. Kim Kardashian dressed her one-year-old daughter North West in what thought to be a $3,500 (£2,300) crystal fox fur coat.

Rita Ora Fur Coat
Rita Ora Silver Coat
yellow Fur Dress
Rhianna Yellow fur dress

Lady Gaga made a Naomi Campbell-Esque turnabout on the issue. Initially they denounced fur. 

Naomi Campbell in Magnificent Blackglama Mink Coat Sable Fur Collar
Naomi Campbell in Magnificent Blackglama Mink Coat Sable Fur Collar

 Lady Gaga Reigning Fur Queen

Lady Gaga Reigning Fur QueenMark Oaten, CEO of the International Fur Federation, said he was unsurprised by the growth in production as the taboo around wearing real fur was fading into irrelevance. “We knew from the catwalks that fur is certainly being used much more by designers and from some of the retail figures, which can be patchy and difficult, that the sales are going strong,” he said. “So, with this increase in demand, farmers are deciding to invest more in fur farms and increase production.”

“Designers appear to be embracing it. Customers appear to be embracing it again.  We certainly find the younger generation have less of an issue with fur than the younger generation of the 1980s,” he said.

We’ve seen a change in patterns of the kind of consumers in Asia. Six months ago, I would have said Beijing and Shanghai are scorching markets, but now we are seeing a shift away to the second- and third-tier cities in China. We’ve also seen an enormous increase in America because fur has had an incredibly busy runway, and it has also been extraordinarily cold.”

Fur Industry Strong Globally

In the UK, members of the British Fur Trade Association reported a 20% increase in sales last year. The association’s chief executive, Mike Moser, said the growth driven as much by younger generations as by foreign millionaires.

“It’s hot stuff because fur is used in a fun way in fashion now,” he said. “It’s more accessible for young people because of the increase of fur trims on coats and fur accessories.

“The BFTA runs an annual competition for design students using fur, and this year we’ve seen a 50% increase in the number of students taking art. They want to use fur in their designs, which proves there such a strong interest in the younger generation.”

While the fur industry in countries such as Canada, the US, and Europe remain heavily regulated. China, which is much more lax about animals’ welfare not as careful. Oaten conceded it was a concern for the IFF and said cleaning up the Chinese fur trade remained a priority.

“Obviously, with so much mink coming from China, one of my big priorities is to make sure that they understand what the requirements are for welfare,” he said. “I was in China a couple of weeks ago meeting with government officials. They have already adopted the Council of Europe guidelines on welfare, and we’ve had a long dialogue with them to implement even stronger welfare protocols. The difficulty does still lie in ensuring these regulations enforced in such a large country.”

Oaten said he was a personal fan of pelts. “I use a lot of fur for interiors,” he said. “Though I’ve not yet found a fur coat that suits me.”

Sales for fur jackets and coat selling strong.

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Weather breaks for Fur New York City Sales

Fur New York City

26 Jan 2015, Manhattan, Fur New York City, New York State, USA — Snow covered Central Park pond during winter with the midtown Manhattan skyline in the backdrop at dusk, New York City. — Image by © Marcaux/Ocean/Corbis

Fur New York City, sales have begun.

Fur Coats

 January 2025,  Fur New York City, has arrived with little fanfare on the weather front. After sustaining spring-like temperatures for the balance of fall and the start of winter, the big chill has arrived in New York City! Marc Kaufman Furs is ready with a fresh inventory of assorted furs to keep the fur lover warm and cozy for the winter.Kaufmanfurs.com online is also up and running with exciting fur fashions for the discerning fur lover. Facebook.com/marckaufmanfurs will keep you posted on new and upcoming changes in our inventory and sales programs. Instagram.com/marc_kaufman_furs_nyc is our social media site featuring exciting excerpts from our photo and video shoots performed regularly.

 

Amazing Red Fox Fur Stroller Cross Cut Hood marc Kaufman furs NYC Fur Store
Amazing Red Fox Fur Stroller Cross Cut Hood marc Kaufman furs NYC Fur Store

Best Furs

 Marc Kaufman Furs has it in varied styles and colors of Fox jackets, lynx coats, minks strollers, sable jackets. We service men women and limited styles for children. 

The Kaufman’s furs have a complete array of fur fashion offerings as well. Fur accessories such as fur hats, fur scarves, and fur earmuffs are also in stock to keep our fur lovers warm from head to toe.

 2019 promises to be an exciting one for our fur lovers. Marc Kaufman furs has several unique designer fur coats in a limited edition this year for men. These fur coats are amazing tapestry creations that look outstanding. Images of some of these coats will be available to preview on Kaufmanfurs.com, Facebook.com/marckaufmanfurs, and Instagram.com/marc_kaufman_furs_nyc. 

Marc Kaufman Furs of NY, A name you can trust since 1870. Manufacturing the finest mink, sable, chinchilla, fox fur coats and jackets.

Best Furs On Earth

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Amazing Mink Jackets

Pink Mink Jacket Fox Cuffs

Amazing Mink Jackets

Fur Coat
Long Hooded Mink Jackets, exclusively from Marc Kaufman Furs in NYC

Amazing Mink Jackets have such beautiful texture. They possess a surreal softness, yet they hold up under the worst of chills. This is the reason why mania exists! Fur coats are the ultimate in warmth, for sure. Minks take comfort to the next level in the fur enclosure of the body.

Hooded Whiskey-colored Sculptured Mink Jacket, now on Clearance from Marc Kaufman Furs NYC For a limited time -- only $595 --
Hooded Whiskey-colored Sculptured Mink Jackets

Mink jackets come in a variety of styles and colors. The best minks are custom designed, such as those created by Marc Kaufman Furs. Marc Kaufman Furs is the leader in high end, creative design for fur coats. These fur coats are an absolute specialty for this fur designer of note. Marc Kaufman Furs Online is the best selling online site for the very best in mink coats and assorted furs. The customer/fanbase at Marc Kaufman Facebook is a living testimonial to the Marc Kaufman Fur brand’s supremacy.

Mink Coat
Reversible Ranch Mink jackets from Marc Kaufman Furs

Mink coats are a joy and a practical treasure to possess. Feel free to review the social site at Marc Kaufman Furs on Instagram. You will be amazed at the quality and variety of the Marc Kaufman brand of fur coats. Let Marc Kaufman Furs be your gateway to Mink mania.

 

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Real Fur Coats Faux Fur Coats

Real Fur Vs Faux Fur

Real Fur Coats: Environmentally Friendly

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Real fur Coats or faux fur coats; that is the question. This inquiry is not quite Shakespearean on its face, but a compelling existential question all the same. There has been a decade’s long pursuit to define the nature of the fur coat and fur related products. There are two spheres of thought regarding the legitimacy of manufactured fur products. On the one hand, there is the centuries-old fur designer/manufacturer and its multitude of clientele that swear by the practicality and functional wearability of the fur coat. The other hand presents an alternative to the real fur coat by introducing synthetic(faux fur) replicating design/fashionability traits of the real fur coat. The faux fur argument supports a position of ecological “safety” over the ecologically “dismissive” practices of the real fur proponents/practitioners. Faux fur has a solid point, right? Not so fast. The leap down this particular rabbit hole does not land one where one would think.

https://www.dailymail.co.uk/femail/article-2846602/Is-fake-fur-worse-real-thing-destroying-planet-supporting-sweatshops-experts-say-faking-isnt-nearly-ethical-think.html

Sizing Up Faux Fur

Real Fur Vs Faux Fur
Real Fur Vs Faux Fur

Faux fur is a synthetic (human-made) material. Let’s call it plastic since that is what its made from. Faux furs made from synthetic polymeric fibers such as acrylic, modacrylic, and polyester. Most forms of plastic; these made from chemicals derived from coal, air, water, petroleum, and limestone. All of these components are ecologically unsafe, according to governmental and independent scientific research bodies. 

Conversely, fur coats created from fur pelts from individual animals(living, organic creatures). These fur pelts are sourced humanely and legally and present no direct biological or ecological threat to Earth. 

Harvesting fur pelts are allowed under the sanction of governments and scientific bodies in the interest of overall environmental balance. 

These facts alone provide the basis for a deft argument against faux fur’s substitution over real fur. 

Then there is the practical/functional argument to be had. Let’s look briefly at this.

http://www.madehow.com/Volume-3/Fake-Fur.html

Practicality and Functionality

Real Fur Vs Faux Fur
Real Fur Vs Faux Fur

The faux fur’s design and style elements are taken directly from real fur design/style methodologies. This styling gives the outward appearance of a garment that, at first glance, appears fashionable and pricey all at once. However, a closer inspection gives way to the reality of inferior hair quality and gluing/stitching techniques that lend to a lack of sustained wearability over a short period. Real fur coats, on the other hand, are precise instruments of creation.

The process is involved, requires true artisans/technicians. The Fur coat has a depth and feel and natural contour that can not be replicated by a faux fur coat.

The fur coat’s sustained wearability can go on for twenty or more years, given proper care and maintenance and storage in warm weather months. The fashion sense of the real fur coat goes unchallenged. It has long been the object of awe and desire for centuries.

https://www.truthaboutfur.com/en/inside-fur-atelier

Marc Kaufman Furs

50 Cent Marc Kaufman
50 Cent Marc Kaufman

The real fur coat will continue to rule the landscape as both legitimate and practical. The governing guidelines for the acquisition of fur pelts to the real fur coat’s assembly make it a genuinely ecologically friendly product. Marc Kaufman Furs has been one of the oldest furriers in existence. This 5 generation family-owned furrier group long been at the fore of responsible, dedicated fur coat construction and design for nearly one hundred and fifty years. They have serviced thousands of clients for over three centuries.

The Kaufman’s craftsmanship is second to none. Marc Kaufman Furs is generally the furrier of first resort for many celebrities and entertainers worldwide. Their global client base is extensive and growing. Marc Kaufman Furs is synonymous with integrity and quality.

If ever in New York City, stop into their flagship store located a block away from the world-famous arena, Madison Square Garden. Their address is 212 west 30th street. Their online global sales store is always operational and staffed for all inquiries and sales requests around the clock, in all time zones. Buy real fur from a real furrier. Marc Kaufman Furs responsibly services all of your fur coat and fur accessory needs.

https://kaufmanfurs.com/celebrities-furs/

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Do I Need To Cold Storage Shearling?

Black Shearling Jacket Grey Hood

Cold Storage Shearling Coats

It is necessary to Cold Storage shearling coats or jackets during the summer months.  Since shearling comes from the hide of an animal, maintenance will be required.

Fur Coat Fur Accessory Cold Storage Marc Kaufman Furs
Fur Coat Fur Accessory Cold Storage Marc Kaufman Furs

We suggest a professional fur cleaning once a year to add many years of life to your shearling fur purchase.

Fur Cleaning Experts
Fur Cleaning Experts

A sheepskin or shearling coat is a durable yet classic addition to any wardrobe. A popular choice for cold-weather garb since the earliest days of man, sheepskin is a favored material for the excellent insulating ability of its wool and its supple suede exterior.

Although they typically are sold for prices over a thousand dollars, an authentic shearling garment will maintain its supple luxuriousness and warmth for decades with proper care. Here are five tips for making sure your sheepskin lasts through the ages. Fur Storage

1. Proper Storage – One of the most damaging things you can do to your shearling coat is to store it in a closet at home. During the warm summer months, the closets in your home heat up, causing the sheepskin to soften and deform around the hanger. Imagine the horror when you go to find your winter coat and find nothing but a dried out, deformed, moth-ridden piece of leather.

Luckily, this can be avoided by choosing appropriate storage. Unless you have a temperature and humidity-controlled closet at home, store your men’s furs with a professional furrier. Cold storage will keep your fur at the optimal temperature and humidity. This ensure it maintains its supple quality and is safe from pets like moths, mold, and mildew.

2. Annual Cleaning – Apart from storing your coat, submitting it for annual maintenance is one of the best things you can do to maintain its quality. Keep in mind that most sheepskin coats are not machine washable. Instead, it would be best if you took your coat to a furrier or professional leather and suede cleaner for exceptional cleaning.

Fur Maintenance

Expert Fur Repairs
Expert Fur Repairs

3. Wear Tips – With a proper maintenance and storage plan in place, all that is left is to follow a few critical guidelines for wearing your sheepskin. Avoid sitting on the fur jacket in a way that could cause permanent wrinkles. Don’t pack your sheepskin in suitcases, stuffed closets or drawers, or getting bunched up.

When not wearing the coat, let it hang freely in a dry closet with plenty of air circulation. Use a garment bag to transport it and avoid wire hangers at all costs.

We specialize in Cold Storage Shearling. The also clean Shearlings,  fur rugs, fur blankets and fur throws.

We specialize in cleaning smoke damaged fur. Fur cleaning moth damaged can be challenging for some, not us.

It is necessary to cold storage shearling.

 

 

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Choose Fur to Help The Environment

Lippi Cat Jacket Golden Sable Trim

Choose fur to help the environment

Choose a fur to help the environment as a practical solution to cold weather still goes on in the traditional way in some areas. To this day indigenous people such as the Inuit still make coats and protective clothing from fur as it is the only practical way to keep warm when the temperatures are way past zero. These handmade fur garments are precious and are often handed down to the next generation.

Wearing fur is one of the most traditional materials for human clothing ever devised! Warm, resilient and easy obtainable, our cavemen ancestors made clothes from the animals they killed for their food, and they wore their furs and pelts in order to keep warm over winter.

Lippi Cat Jacket Golden Sable Trim

Lippi Cat Jacket Golden Sable Trim

Fur Coats Today

Fast forward a few thousand years and we are still wearing fur. And although today’s fur coats have moved on from being solely practical solutions to the cold, ago they still have the same benefits to the wearer.

If you are looking for clothing that signifies style and sophistication, wearing fur is the ultimate in luxury and will always make you feel good and look stunning whatever the climate.

In addition, you can be happy in the knowledge that wearing fur is fantastically good for the planet.

So why is wearing fur so good for the environment? Let’s take a look.

Fur Trends
Trendy Furs

First up, fur is a natural material so it breaks down and biodegrades naturally in the environment. If you were to dig a hole and bury your fur coat in the ground, it would biodegrade naturally over the next few years until there were nothing left apart from tiny vestiges of the fur and more likely just a few cotton shreds and buttons.

The American Fur Trade carried out an experiment to check this out. They buried a piece of faux fur made from a synthetic plastic material, alongside a piece of real fur.

After a year they dug the pieces up to check out their condition. The faux fur was fully intact and although there were roots growing through, it looked in much the same state as when buried. By contract the real fur had practically rotted away in a year and it is estimated that nothing at all will be left at the end of the five years duration of the experiment.

Micro plastics are killing the planet!

horizontal green fox jacket
horizontal green fox jacket

One of the most damaging materials in the world today is plastic. Plastic does not rot, it just breaks down into tiny particles called micro plastics and these penetrate the soil, the water supply, the oceans, our food and our animal feed. Micro plastics are any piece of plastic that measures less than five millimetres.

Scientists have estimated plastic has a lifespan of between 450 – 1000 years. It is poisoning the oceans – killing millions of sea animals each year.

Every year in the USA thousands of tons of plastic of all types are added to landfill. Clothing and textiles make up a sizeable proportion of this waste. The US alone sends around 21 billions of pounds of textile waste to landfill each year.

Fur is not a throwaway item

Although fur does not damage the environment, fur coats rarely end up as rubbish or are sent to landfill. Each fur coat is unique, precious and expensive so these beautiful pieces of clothing are rarely thrown away.

Your fur coat can last for generations with proper care and if you ever decide to sell, it will always keep its value. Vintage fur coats that date from the 1920s can be repurposed but in many cases will still look good 100 years on.

A fur coat manufactured today will last you a life time and beyond if you look after it. This can only be good news for our planet.

We are all trying to reduce our carbon footprints and to buy fewer clothing items and because fur is the ultimate luxury material you are unlikely to throw it away after a year.

The same cannot be said when buying cheap clothes , manufactured in the developing world, shipped to the USA and discarded after only a couple of uses.

But isn’t wearing fur cruel to animals?

You may have concerns about animal welfare used to produce fur and you may worry that fur coats are not strictly ethical.

If you do feel like this, how do you feel about eating meat or using leather? The sad fact is that humans do exploit and use animal products with everything from milk production, eggs to buying a pair of leather shoes or leather coat. The answer is to improve conditions for all animals regardless of whether they are used for a meal or as clothing.

Pink Mink Vest
Pink Mink Vest

The bottom line …

A fur coat is designed for longevity. It does not damage the environment and unlike most other textiles does not add plastic waste to our already garbage filled planet. This indirectly helps our whole planet including animals, plant life and insects.

It may sound counter intuitive but if you do want to help our planet without compromising on style and luxury, a fur coat ticks all the right boxes!

 

 

 

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3 Things to Consider When Buying a Real Fur Coat

Mink Jacket

3 Things to Consider When Buying a Real Fur Coat

Buying a Real Fur Coat for winters since its just around the corner, which means that it is time for you to update your wardrobe. There’s no point in wearing layers of sweaters when you can wear a stylish fur coat. You don’t have to give up style for comfort. To revamp your look this winter, you need to invest in a high-quality fur coat. Nothing is better than fur to keep you warm while also making you look trendy and chic. Fur has the ability to accentuate the appeal of any outfit.

The market is full of fake fur coats that look quite promising, which is why it is a daunting task to spot a real fur coat from a fake one. A real fur coat is an expensive purchase, and you don’t want to end up wasting your hard-earned money on a faux fur coat. Hence, it is important to know the key differences between the two. Whether you’re buying your first fur coat or buying one to add to your fur coat collection, here are three things you should consider:

Check if the Fur Coat is Real or Fake

Black Velvet Chinchilla Jacket

 

It is quite obvious that the first thing you need to consider is if the fur coat is real or fake. People who are unable to tell the difference can be easily deceived into buying a fake fur coat for the price of a real one. If you’re one of those people, there’s no need to worry, because there are many ways you can tell a real fur coat from a faux fur coat:

 

  • You can do a quick touch test. Just touch the fur and observe how the texture feels. The real fur is extremely soft while a fake one isn’t. The texture is the first thing that will give it away.

 

  • Look for labels inside the coat to ensure that you’re buying from a reputable and reliable brand. Most of the times, the authenticity of the fur is indicated on the label inside the coat. Read what’s written in there.

 

  • Burn test is one of the simple ways to check the quality of fur. Take a few strands of hair/fur from the coat and light them on fire. If the burning smell of the fur is similar to the burning smell of human hair, it is probably real fur. On the other hand, if it smells like you’re burning plastic, it is definitely fake fur. However, you should ask for the staff’s permission before trying this at a store.

 

  • Check underneath the lining of the fur. Most coats have zippers, so you can easily check on the inside. In case there are no zippers, you need to cut out a hole in the lining so you can touch the inside of the coat. If the coat is made from animal pelts and not acrylic, you will feel a smooth suede.

 

Find the Fur that Suits your Style

 

Black Sheared Mink Chinchilla Trim

 

Once you have decided to invest your money in a stylish, original fur coat, it’s time for you to figure out which type of fur fits your personality or style. Another thing to consider is your budget while deciding the type of fur you want to buy. Let’s quickly review some of the different types of fur available:

Mink:  Mink is the highest-selling fur, with the best pieces being lightweight, soft and shiny. They come in striking shades of chocolate brown. However, they can also be dyed to a different color.

Raccoon: This type of fur is highly durable that consists of wooly underfur. The natural color of this fur is black or grey, but like mink fur, it can also be dyed.

Sable: Sable is the most expensive fur in the market. This type of fur is known for its warmth and silkiness. It comes in shades of golden, reddish-brown and dark brown.

Russian Barguzin Sable
Russian Barguzin Sable

Beaver: Beaver fur is one of the warmest furs. This type of fur has an extremely dense underfur. It can be dyed and sheared.

Chinchilla: Chinchilla is one of the softest and most delicate furs. It comes in natural shades of black, grey, and white. It is commonly dyed to change its color.

Goat: Goat fur is soft and shiny. This type of fur is often stenciled or printed with some pattern. Goat fur comes in different forms: short and thick or long and straight.

Fox: This type of fur depends on the type of specie the fur is coming from. It can be thick and soft or dense and spikey. Different types of goat fur are silver fox, arctic fox, shadow fox and so on.

 

DYED SKY BLUE FOX JACKET
DYED SKY BLUE FOX JACKET

Pick your Choice: Pieced Fur Coat or Full Pelts Fur

Now that you have decided the type of fur you want to buy, you need to choose if you want your fur coat made from full pelts or pieces.

Full Skins vs Pieces

Fur coats made from full skins are of higher quality and cost relatively more than fur coats made of pieces. A full pelt fur coat comprises pelt from the back and belly of the animal while a pieced pelt fur coat is made from pieces of pelt from parts, like paws, and tails, sewn together. A fur coat made from pieced pelts is asymmetrical as compared to a fur coat made from full pelts, because the former is stitched together that creates many seams.

However, if the furrier knows his way around, they can create a beautiful and attractive pieced coat that will cost way cheaper than a full pelt fur coat.

Real fur can transform your look completely and make you appear more attractive and classy. You just need to be cautious while buying a fur coat so that you don’t get fooled into buying a faux fur coat. However, when you finally make your fur coat purchase, take good care of it and store according to the instructions provided, to improve its durability.