The iconic international brand of Foxford Woollen Mills, incorrectly attracted the anger of online animal welfare activists at the weekend last after the activists mistook an abbreviation of the store’s name on a product label — “Fox” — to mean that the item was made from fox fur.
Details of the mistaken attack on the store on social media are outlined in today’s Examiner newspaper.
Foxford Woollen Mills shop and visitor centre, on Sunday last, was bombarded with messages from animal activists after the Irish Party for Animal Welfare (IPAW) shared a post featuring a photograph of a woman’s stole or long scarf from the store.
The Mill, located in Foxford, specialises in designing luxury hand-woven clothing and soft furnishings.
The photo posted by an animal activist on Facebook showed a product label that read “FOX PORM-POMS STOLE”, and was accompanied by the message: “Why does Foxford Woollen Mills have to sell a wrap with fox fur pompoms?
Part of the image reposted by Foxford Woollen Mills on its Facebook page, pointed out that "fox" is an abbreviation for Foxford.
But not before IPAW, which is a registered political party, urged its followers on social media to contact Foxford Woollen Mills to express their feelings on the matter, while others called for a boycott of the store.
However, the pompoms on the stole were actually made from faux fur, and the word “fox” on the product label was merely an abbreviation for Foxford and so the Woollen Mills posted on its Facebook page. "We do not sell fox fur."
"This product is from the supplier attached below who uses FAUX FUR," the post by the business, established 129 years, continued.
"The Fox is product abbreviation for FOXFORD — a retail code. All messages have been replied to privately,” it added.
On Sunday night, IPAW issued an apology for the mix-up on Facebook, but defended its actions despite not first checking the facts.
Midwest News has attempted to contact IPAW and the Foxford Woollen Mills today on the issue and we are awaiting responses.