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Wear it Kind

Together, we can drive an animal-friendly fashion future

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Animal Use in Fashion Fact Sheet

Get the facts

Mass animal use in fashion yet little oversight for animal welfare

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Two silver foxes

Why Kind will fix fashion 

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Taming Fashion: Choosing Kindness in the Fashion Industry

Taming Fashion Report

How brands can produce animal-free fashion and lessen their impact on the planet

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live plucked geese

shocking cruelty for down feathers

in common fashion products

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Wear It Kind

Every year billions of animals are used globally to make the clothes we wear. The companies making these clothes often know little about the welfare of the animals involved. But the reality for many of these animals is spending their entire lives caged, living in poor conditions, or suffering painful mutilations. It doesn’t have to be this way.

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!  

The issues animals face for clothing 

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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



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.
See what you can do here.



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. For exotic leather, this trade is fraught with wildlife trafficking.
Find out the truth here.



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.
Get the lowdown here.


It doesn't end there!

Millions of animals are suffering around the world for fashion every year. Many are caged, mutilated and face a brutal death for our clothing choices. Read more!

Take Action

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

1. Animal-friendly fashion starts with each of us

2. Make great choices

Use our Wear it Kind shopping guide 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!

Campaign Updates

Rescued lamb at farm sanctuary

Animal-Friendly Fashion Collection at Where Pigs Fly Farm Sanctuary

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

Merino lamb in a field

See the Progress of the #StopCruelWool Campaign

Thanks to your support, Nike received over 80,000 emails urging them to switch to certified mulesed-free wool – and they did!

Boxer looking at camera

Nike, Be a Game Changer!

#StopCruelWool and commit to certified mulesing-free wool

A lamb and its mother

FOUR PAWS Investigates Mulesed-Wool in Global Sportswear

Our report reveals there is no evidence for Nike’s mulesing-free claim  

Three raccoon dogs in a cage

"A Kill from Kitz"

FOUR PAWS reveals the truth behind Sportalm Kitzbühel’s fur greenwashing

The most (and least) animal-friendly fashion brands of 2021

The most (and least) animal-friendly fashion brands of 2021

FOUR PAWS publishes the latest Animal Welfare in Fashion report

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 utilizing animals for fashion

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

White goat

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

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