People  with cow

Wear it Kind

Together, we can drive an animal-friendly fashion future

Take Action
Animal Use in Fashion Fact Sheet

Get the facts

Mass animal use in fashion yet little oversight for animal welfare

Learn more
Two silver foxes

Why Kind will fix fashion 

Read more
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

Find out more

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 

Find out more about:



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.



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



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


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!

Campaign Updates

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

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

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

Stella McCartney bag, Paris Fashion Week 2020

Animal Welfare in Fashion Report Names the Best and Worst Brands in 2021

FOUR PAWS reports good progress on animal welfare in fashion, but there is still a long way to go

White goat

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

Find out more

Great Britain