The founders of premium fashion brand Ena Pelly have paired up with an Australian podcaster to launch a new venture that is slightly outside of the fashion space.
Ena Pelly founders Dani Pelly and Tim Wilkins have joined the co-host of the Darling, Shine! podcast Ellidy Pullin to unveil Future Fur, a brand that makes premium faux fur blankets from 100% recycled plastic bottles.
Designed in Geelong, the throws are made from plastic bottles which are repurposed into a faux fur that the trio say are soft and machine washable.
Pelly and Wilkins said Future Fur follows years of material innovation with their fashion label Ena Pelly, which sells a range of casual clothes valued in the low to mid three figures.
“Future Fur is a continuation of the recycled faux fur journey we started in 2020, refined for everyday living,” Wilkins said, who becomes the managing director of the new brand. “Our supplier has spent decades perfecting the structure of the fur and we’ve spent over two years developing this product – trialling it in our own homes with our kids and dogs.”
Wilkins added the throw can also be used as a play mat or a dog bed.
Each throw is sewn, brushed and packed by hand with double-sided rabbit and sherpa faux fur.
Pelly said when they first developed recycled faux fur in 2020, it was a risk. “It’s taken years of proving that considered materials can be beautiful and we’re continuing that journey with Ellidy, who shares our mindset for quality and intentional design,” she said.
In its first three years of business, it’s estimated Future Fur could save over 1.2 million plastic bottles from landfill.
Ellidy Pullin said each blanket they make diverts more than 60 bottles from landfill. “It’s proof that sustainability and style can live beautifully side by side.”
The new brand will sell online, starting with three blanket sizes in six different colours, with prices starting from $110 each.
Future Fur will also donate 5 per cent of profits from each throw to One Village Plastic Free in support of their mission to reduce plastic waste across Bali.