Eco-Luxury Fur's slogan is "all of the luxury, none of the guilt," but depending on why exactly it is that you feel guilty about fur in the first place that slogan may not be accurate. The fur doesn't come from cruelly raised animals but it still comes from animals, brushtail possum animals in particular. Apparently the possums are breeding like crazy and destroying forests in New Zealand, so the pitch is that trapping and killing them is good for the environment.
Sounds like a publicity move to me -- they're just trying to cash in on the latest "eco" craze and all the good vibes and cash that come along with it. Some people still love their furs, so I'm sure they'll do some good business, but so far (according to the WSJ) they haven't sold a single possum throw. What do you think, truly guilt free or just a gimmick to sell more pelts?