Lamb Sunny of the animated video 'Be Their Voice!

Woman with a fox - symbolic image for the Wear it Kind Directory

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!

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

Sheep Wool & Live Lamb Cutting (Mulesing)

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

FURRY FRIENDS

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!

GEESE & DUCKS

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!

CATTLE

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!

REPTILES

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!

ANGORA GOATS

Mohair

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

CASHMERE GOATS

Cashmere

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

ANGORA RABBITS

Angora

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

ALPACAS

Alpaca Wool

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

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

Share Sunny's story and sign the petition to protect lambs.

4. Support proactive brands

Use the Brand Directory to learn more about fashion brands before going shopping.

How else can you take action?

Blogs

Publications & Guides

Behind the Scenes of 'Be Their Voice'

Creating the animation to help save millions of lambs

Be Their Voice

Watch Sunny the lamb as she uncovers the cruel truth behind live lamb cutting

Australia: Failure of World’s Biggest Wool Industry to Protect 140 Million Lambs Sparks Global Campaign

New FOUR PAWS report reveals 20 years of ignoring mutilations by the Australian wool industry

Max Mara Fashion Group Announces to Go Fur-Free

FOUR PAWS and other NGOs are applauding the company’s decision

FOUR PAWS Rates Over 200 Fashion Brands, Revealing Massive Shortcomings in Animal Welfare

YouGov poll showcases gap between rising consumer demand and lagging brand practices

Introducing the Term ‘Live Lamb Cutting’ to Replace Mulesing

FOUR PAWS alongside leading animal protection groups are calling on brands, industry stakeholders, politicians and the public to adopt the term

Next gen mycelium materials on display at the ISPO conference in Munich

Fashion Forward: Next Generation Materials

Next generation materials are both animal friendly and strive for sustainability

Lamb Mortality and Live Lamb Cutting (Mulesing)

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

Interview with SLAY Director Rebecca Cappelli

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

Achieving Animal Welfare in Fashion in 2023

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

7 Crucial Questions About Live Lamb Cutting (Mulesing) And Pain Relief

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

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

400 International Fashion Brands oppose cruel wool

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

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

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

Woman wearing animal-cruelty-free fashion

Watch now

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