Who: Furious Fur and Zulu Alpha Kilo.

What: A Toronto pop-up retail store for the faux fur fashion brand, promising “Wild Savings” but with a PETA-approved twist.

When & Where: Through December, in the Trinity Bellwoods Park neighbourhood along Queen Street West—very hip, very young, very fashionable.

Why: Furious Fur was launched in 2017 by a mother-daughter duo who use faux fur for their designs. Until now they’ve sold most of their products online or through the Hudson’s Bay Company. This is their first retail bricks-and-mortar retail experience. “The challenge with buying a faux fur online is that you can’t trust the quality,” said Samantha Madigan, Furious Fur’s co-founder and principal. “This campaign was the perfect way to draw people in so they could see for themselves how authentic these furs feel.”

How: Just after Black Friday, Furious Fur started promoting the Wild Savings Event with standard large-copy retail sales signs. However, the promised big savings weren’t about the money but about the animals being saved by buying faux fur. Headlines included “SAVE UP TO 25 species” and “EVERYTHING MUST GO unharmed.”

And we quote: “Nearly three-quarters of millennial consumers are willing to pay more for sustainable products. So while some may be disappointed there’s no sale, we hope most will applaud the message.” —George Ault, associate creative director at Zulu Alpha Kilo.