The fur trade is Canada's oldest industry, but today some people challenge the morality of killing animals for their fur. This film examines the public relations war raging between the industry and its opponents and takes an objective look at the ethical, environmental and economic issues raised by the debate. The struggle to win over public opinion has been joined by Indigenous peoples in Canada who fear that their way of life will be jeopardized if the fur industry is destroyed. The cycle of the industry is followed from the trapper's bush camp and the fur ranch to the final sale of a coat in the furrier's salon. Throughout the film, the conflicting opinions of fur industry representatives, animal rights activists and Indigenous people challenge the viewer to consider all aspects of this complex debate.