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Wear it Kind

Together, we can drive an animal-friendly fashion future

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Animal-friendly highlights 

Making fashion kinder in 2022 and beyond

Find out how
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Why Kind will fix fashion 

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Working together for compassion in fashion

Support for brands and retailers


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

Rebecca Picallo Gil, FOUR PAWS mulesing campaigner

Merino Wool growers do more against flies than for sheep

FOUR PAWS hands over open brand letter to Australian wool industry calling for an end to the cruel mulesing of lambs by 2030

White and grey fox laying in the snow

Making Fashion Kinder in 2022 and Beyond

Through both big leaps and small steps, together we can turn fashion into an animal-friendly industry

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

Goose farm in Poland

FOUR PAWS Reveals Animal Cruelty in Fashion

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

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

Lamb surrounded by sheep on a pasture

Nike’s Reputation Is on the Line

Customers are outraged that Nike allows cruelty to sheep in their products

Merino lamb in a field

See the Progress of the #StopCruelWool Campaign

Thanks to your support, Nike received over 50,000 emails urging them to switch to certified mulesed-free wool

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

Woman with sheep

New study: Pandemic leads to increased demand for compassion in fashion

FOUR PAWS reveals that almost 90 per cent want fashion industry to prioritise animal welfare

White goat

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

Find out more

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