THE DOG COAT THAT SHOWED
THE TRUTH ABOUT FAUX FUR

It’s a little known fact that most faux fur is made up of
dog and cat fur from China. To educate, we created Truth Coats.
Worn by dogs, these Truth Coats had a fashion sketch
of products that often use ‘faux fur’. The dog’s fur sticks out
of the coat where faux fur would normally be found.  
We printed a bold call to action on the coat tag,
empowering dog owners to take action.

Our dogs modelling the Truth Coat were photographed
and placed around dog parlours after the activation.