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Wear it Kind

Together, we can drive an animal-friendly fashion future

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Why Kindness will fix fashion 

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Working together for compassion in fashion

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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. We need more compassion in fashion.

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:



Widely used across the Australian wool industry, the mutilation practice of mulesing causes intense suffering and pain for millions of lambs annually and all just for a merino wool jumper!
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. That’s why we are calling for a Fur Free Britain.
See what you can do here.


Domestic 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.
Find out the truth here.


Exotic Leather

Millions of wild animals are killed for their skin every year to produce exotic leather, they are either bred and killed on farms, or caught in the wild. This trade is fraught with wildlife trafficking.
Learn more 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 about other issues like Angora, Mohair, Alpaca wool and Cashmere!

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 for a Fur Free Britain, now!
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Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

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