Merino sheep in a field

WEAR IT KIND


Creating an animal-friendly fashion industry

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Live-plucked geese

Get the Facts


More oversight needed for animal welfare in fashion

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Fox

Why Kind Will Fix Fashion 


Learn how to #WearItKind

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Sheep grazing in a field

Brands Can Stop Live Lamb Cutting (Mulesing)


Demand an end to the sale of mulesed wool

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Wear it Kind

Animal-friendly fashion is the only kind of fashion! 

Together we are exposing the cruelty faced by the animals used in fashion and creating a future where great fashion doesn’t cause great suffering. Change is happening thanks to people taking action, and the number of brands moving towards a kinder future for animals is growing all the time. 


Let’s create a world where animal-friendly fashion is the only kind of fashion!

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Australia
Austria
Bulgaria
France
Germany
Netherlands
Switzerland (German)
Switzerland (French)
United Kingdom
US

Animals That Suffer for Fashion

Billions of animals are used by the fashion industry every year. Some are caught from the wild, others are kept in factory farms, suffering fear and pain throughout their lives before being cruelly slaughtered when it’s no longer profitable to keep them alive, or when they are big enough for their skin or fur to be used. But it doesn’t have to be this way! 

SHEEP

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Sheep Wool & Mulesing


Sheep are complex creatures whose needs are often neglected. Widely used across the Australian wool industry, the mutilation practice of mulesing causes intense suffering and pain for millions of lambs annually.
Learn more here! 

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FURRY FRIENDS

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Fur


In the past years up to 100 million animals are killed for their fur annually. Most are raised on farms, trapped in tiny wire cages and forced to endure a shocking life of cruelty, while millions of wild animals are also caught and killed for their fur.
Learn more here!

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GEESE & DUCKS

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Down & Live Plucking


The production of down feathers for clothing and bedding is a huge industry. Every year, billions of ducks and millions of geese endure brutal treatment to supply down feathers.
Learn more here!

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CATTLE

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Leather


Animal skins are prevalent throughout fashion. The suffering these animals face is often appalling and there is zero traceability as to their standard of care. Brutal practices persist within the domestic animal leather industries.
Learn more here!

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REPTILES

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Exotic Leather


A life of horror, for some it is ended being skinned alive Such brutal practices persist within the exotic animal leather industries. We can change this!
Learn more here!

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ANGORA GOATS

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Mohair


Curly haired mohair goats endure repeated exposure to cruel sheering processes and painful mutilations for fashion products.
Learn more here!

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CASHMERE GOATS 

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Cashmere


Cashmere goats endure pain and suffering for their fine fur undercoats used in luxury textiles.
Learn more here!

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ANGORA RABBITS

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Angora


Angora rabbits endure a lifetime of torture hidden away for their soft fur.
Learn more here!

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ALPACAS

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Alpaca Wool


Distress and fear during the shearing of Alpacas for their fine fur.
Learn more here!

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Take Action

There are simple steps we can all take and, together, we can Wear it Kind.

1. Animal-friendly fashion starts with you!

Take the pledge to Wear it Kind.

2. Make great choices

Use our Wear it Kind shopping guides to help you!

3. Protect lambs

Sign our petition to protect lambs from mulesing.

4. End the deadly fur trade!

Call on all countries to ban fur farms now!

How else can you take action?

Campaign Details

Campaign News & Updates

Read our latest press releases, reports, and stories about the #WearItKind campaign!

A newborn lamb next to its mother

Lamb Mortality and Live Lamb Cutting (Mulesing)

Help to end the suffering of millions of Australian lambs used for fashion


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Fox on a fur farm in Poland

Interview with SLAY Director Rebecca Cappelli

Interview with SLAY documentary director Rebecca Cappelli on the heartbreaking reality of animal cruelty in fashion


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Geese in the snow

Achieving Animal Welfare in Fashion in 2023

Our top wins from the year, plus some tips on animal-friendly gift giving for the holidays


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Two lambs at a stable

7 Crucial Questions About Mulesing And Pain Relief

Shedding light on the silent suffering of mulesed sheep, and why mulesing with pain relief is far from the best long-term solution to dealing with flystrike


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A flock of sheep in South Africa

Big Names in Fashion Rated for Their Impact on Animals

Animal welfare is firmly on the agenda for many fashion brands, but turning this sentiment into action is the critical next step


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Woman with goats

Fashion Follows Trends: Animal Protection Still Not a Mainstream Piece

FOUR PAWS analysis of 100 major brands exposes critical gaps and poor performers in animal welfare


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Taming Fashion: An Urgent Call to Reduce Animal Use in Fashion Sustainability Report Cover | 2023

FOUR PAWS Launches ‘Taming Fashion’ Report

A two-part report series that reveals the broad environmental and animal welfare costs of utilising animals for fashion


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Nike just did it and says “no” to the mutilation of lambs

Nike Says “No” to the Mutilation of Lambs

FOUR PAWS welcomes step towards higher animal welfare by switching to certified wool


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Rebecca Picallo Gil, FOUR PAWS mulesing campaigner

Global Fashion Companies Publicly Call on the Australian Wool Industry to End Mulesing

FOUR PAWS hands over open brand letter to Australian wool industry


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Sheep

400 International Fashion Brands oppose cruel wool

FOUR PAWS advocates for animal welfare at high-level industry event in Northern Italy


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Rescued lamb at farm sanctuary

Animal-Friendly Fashion Collection at Where Pigs Fly Farm Sanctuary

Global and local fashion brands at a special Wear it Kind photoshoot


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Minks in a cage at a fur farm

#FurFreeEurope: Activities and Achievements of 2022

Find out what has been accomplished since the launch of the ECI


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Goose farm in Poland

FOUR PAWS Reveals Animal Cruelty in Fashion

New footage shows live plucking is still happening for feather and down


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Woman wearing animal-cruelty-free fashion

Why Wear it Kind?


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