Unreal Fur is a Melbourne-based, faux fur label founded in 2011 with the goal of ending the use of real fur in the fashion industry. Unreal Fur products are stocked globally in over 20 countries, 100 cities, and 450 stores. In 2021, Unreal Fur launched an eco-conscious line of faux shearling wool. Select styles are made of recycled fibers and water bottles. The company plans to implement these materials across all future collections.