Ellen DeGeneres launches faux fur brand UnHide to fight animal cruelty

Ellen DeGeneres' latest project has an important mission behind it.

The talk show host co-founded UnHide, a purpose-driven faux fur brand offering design-forward alternatives to fur for the fashion industry. The brand, launching this week, first has its sights set on the home space, though, with its first offering being faux fur blankets, in partnership with The Humane Society of The United States.

UnHide will release other ready-to-wear fashion items in the future.

For DeGeneres, the brand falls in line with her extensive work advocating for animal rights and elephant conservation in Africa.

"I’ve loved animals for as long as I can remember. I rescue them, I try to get other people to rescue them," she told AOL exclusively. "I’ve gone so far as to try and rescue a dog that was running down the street only to realize it was a coyote. So you can say I’m passionate about helping animals."

UnHide's ultimate goal is to "eliminate the sale of fur" entirely and to "use its resources to develop a product that not only makes you feel good, but is here to do good," according to press materials.

Currently, there are three different products being offered by UnHide online: The Marshmallow, "the heaviest, coziest, fluffiest and softest blanket you'll ever lay your paws on;" the Lil' Marsh, which is a smaller, lighter weight blanket; and the Art Marsh, which is a collaboration with Los Angeles-based artist James Goldcrown.

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