Merino sheep in a field


Creating an animal-friendly fashion industry

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Live-plucked geese

Get the Facts

More oversight needed for animal welfare in fashion

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Why Kind Will Fix Fashion 

Learn how to #WearItKind

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Sheep grazing in a field

Brands Can Stop Live Lamb Cutting (Mulesing)

Demand an end to the sale of mulesed wool

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fox in fur farm

Fur trade: deadly. Deceitful. cruel.

Ending the fur trade in Australia

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Wear it Kind

Animal-friendly fashion is the only kind of 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!

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Switzerland (German)
Switzerland (French)
South Africa
United Kingdom

Animals Who 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 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! 





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!




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!





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!




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!





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





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





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




Alpaca Wool

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


Take Action

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

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

Sign our petition to protect lambs from live lamb cutting (mulesing).

4. End the deadly fur trade!

Call for a #FurFreeAustralia and ban the sale of fur!

How else can you take action?

Campaign Details

Campaign News & Updates

Read our latest press releases, reports, and stories about the #WearItKind campaign!

Lambs standing in a field

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

Minks suffering for fur

Australia lags on global fur action

Cruelty, COVID-19 and changing times - It's time to end Australia's contribution to the fur trade.

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

Industrial goose farm in Poland

FOUR PAWS Reveals Animal Cruelty in Fashion

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

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

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

Fur products

Real or Faux? Be careful of deceptive fur labels

FOUR PAWS fur investigations reveal mislabelling and deceitful practices, with tips on how you can spot the difference 

Woman wearing animal-cruelty-free fashion

Why Wear it Kind?

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