Child with a lamb

How to Wear it Kind

A shopping guide for compassion in fashion by FOUR PAWS


With so many animal-friendly options available, and more on the market every day, it’s never been easier to have a cruelty-free wardrobe. Use our Wear it Kind guide to find out how you can show more compassion in fashion.

In 5 simple steps you can make a world of difference! 

  1. Look for more sustainable plant-based fibres like organic or recycled cotton and hemp – these fabrics are gentle on the planet and can be found in so many fashion items.
  2. Go for products made from waste! Discarded fishing nets, plastic bottles, recycled polyester, and even used coffee grinds are being made into versatile, durable and luxurious fabrics turning one of the world’s greatest problems – consumer waste – into one of its best solutions!
  3. Love pre-loved! Wearing it Kind doesn’t have to break the bank. Try the 80:20 rule – 80% pre-loved and 20% new and kind. Or why not rent your clothes! There’s a plethora of clothing rental sites now offering a more sustainable way to look glam! We can be gentle on the planet, and gentle on our wallets.
  4. Be a protector of oceans, rivers, and lakes every time you wash! Use a washing bag in your machine to capture nasty microfibres and put a stop to harmful microplastic pollution.
  5. Speak up! Already have a favourite brand you wish was doing more? Let them know! Your voice may be just the motivation they need to make their products better for animals, people, and the planet.
Man in animal-friendly jacket

Warm insulated animal and environment friendly clothing is becoming increasingly available! 

For more hints on how to Wear it Kind, click on the parts of your wardrobe you’d like to know more about below!

Outdoor and activewear

More people are wearing outdoor and activewear than ever before but, while it may be practical and super comfortable for us, it can have disastrous impacts on animals and the environment. That is, unless we Wear it Kind.

Look for items made from recycled plastics like Econyl – a warm, adaptable, and innovative product made entirely from ocean and landfill waste! It’s made by recycling industrial plastic, fabric scraps, and discarded or lost fishing nets. Once abandoned at sea, these ‘ghost nets,’ last indefinitely, trapping and killing animals such as turtles and dolphins.

By choosing recycled plastic, you’ll not only look fabulous, you’ll feel fabulous in the knowledge that you’re helping to clean up our oceans and earth! To find out more about ‘ghost nets,’ check out Seaspiracy on Netflix. 

You can also go for products made from canvas, or from fillers like Primaloft®, a more sustainable source of fabric and clothing insulation. 

Coats and knitwear

Recycled polyester, hemp, and organic or recycled cotton are great options here. If you really want the look and feel of cashmere, but without the cruelty, go no further than vegetable cashmere, a revolutionary product made from soy pulp, a by-product of tofu production.

For those choosing to continue to wear wool, at minimum ensure it is mulesed wool free! Check out the Brands Against Live Lamb Cutting (Mulesing) list to see which brands are taking a stand against lamb cutting.

And don’t forget what’s inside the coat, Primaloft® is a great alternative to down for keeping you warm! 

Check out the Brands Against Live Lamb Cutting (Mulesing) list to see which brands are taking a stand against lamb cutting (mulesing).

Shoes, belts, and handbags

The range of animal-friendly leather alternatives on the market is growing all the time, here are just a few of the fantastic plant-based options now available.

  • Piñatex is a durable, leather-look product made using pineapple leaf. Developed in Italy, this material is growing in popularity with designers, retailers, and customers alike and, in 2019, department store H&M released a range of boots and jackets using Pinatex and other sustainable materials.
  • Apple leather – another innovative product to hit the market. Made from the leftovers from apple harvesting, apple leather is strong, hypoallergenic and 100% biodegradable.
  • Mushroom, or mycelium, leather is another new kid on the block that could be set to change the future of fashion. While it’s a relatively new technology, prototype mycelium leather bags, belts and other accessories were released in 2019 and we could soon see a lot more of them.
  • For coffee lovers, there could soon be another way to enjoy the bean we love so much! Pioneered by German company, Nat-2, coffee leather will turn a waste product from the global coffee market into a versatile and sustainable alternative to animal leather.
  • Cork is another more sustainable alternative that not only looks great and performs well but is gentle on the earth. It’s no surprise that a growing number of brands are turning to cork for their designs and more of it is appearing on our shelves.

And this is just the beginning of an ever-expanding list! With more humane alternatives reaching the market all the time, keep a look out for leather made from coconuts, cactus, and teak leaves, just to name a few.

Basics and warm weather 

  • Linen has long been an ethical choice for the fashion conscious. It has strong sustainability credentials and, unlike many clothes available in stores today, it can be worn time and time again and still look great! 
  • Lyocell and modal fabrics, generally known by the brand name Tencel, are a newer alternative. Made by processing wood pulp, lyocell and model fabrics are super soft and resist wrinkling.  
  • Microsilk is a revolutionary product that captures the unique properties of silk without harm to any animal. By studying the way spiders’ spin silk fibres, Bolt Threads, the creators of Microsilk, have imitated nature to create stunning fabrics favoured by ethical fashion designers such as Stella McCartney. 

When looking for hats that offer sun protection while looking great with any outfit, look no further than jute, straw, and organic cotton. These three materials are versatile, durable, and kind to the plant.

Find brands that are kind to all living beings via our friends at brand rating platform Good On You.

Merino sheep

Keen to do more?

Check out our Take Action page


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