Compassion is Always in Fashion

Great fashion is kind fashion 

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Why Wear it Kind 

No animal deserves to suffer in the name of fashion and consumers are increasingly demanding clothes that cause no harm to people, animals, or the environment.

We expect brands to take a stand on the issues that matter to us1 and we are increasingly unlikely to buy from brands that conflict with our ethics².

True ethical fashion incorporates human rights, environmental protection, and animal welfare. Fashion not only has to look and feel great, it has to be great. For too long now, people, animals and the environment have been the hidden victims of a multi-billion-dollar industry.  

But that is changing, and the future of fashion is kindness. 



Over five billion animals end up in fashion and textiles annually, and many of them will suffer in countless ways for the sake of clothing. 


The missing piece.

Over and over, we see horrible exposés showing animals being treated cruelly. Unsurprisingly, research has found people are becoming increasingly concerned about the well-being of animals within fashion. It’s clear that the fashion industry needs to change! 




One in six people on the planet work in the fashion industry, and 80% of them are young women. Most of these people are exploited, live in poverty and work in unsafe conditions.


We need more kindness for people.

Human rights abuses remain rife, and basic health and safety measures rarely exist. We need to work together to ensure people and animals are better protected in the production of our clothing.  



150 billion items of clothing are made every year, most of which end up in a landfill. Chemicals used on farms to grow clothing materials, especially chemicals used to dye and launder clothes, are causing a devastating environmental impact. 


Our environment is suffering for fashion.

This is compounded by the greenhouse gas emissions produced by the clothing industry, estimated at a whopping 10% of global emissions, and adds further pressure to our delicate ecosystems. 


Take our Wear it Kind pledge and join a global movement of people, designers, and brands committed to ensuring that animal welfare is established as the essential third pillar of ethical fashion.

"It can’t be ethical if an animal has suffered in the process:"

Jessica Medcalf, Global Corporate Engagement Manager (Textiles) at FOUR PAWS 

Together we are making a difference!

As a global community we are creating a kinder world for all, and that includes animals. We are moving the world to #WearItKind! 
See here for more in-depth information about how the fashion industry can be kinder to animals, and what solutions are available to some of the most pressing animal welfare issues in fashion.

What Are the Issues?

Some key Issues

Lamb standing in a field

Sheep Wool & Mulesing

Sheep are complex creatures whose needs are often neglected

Foxes in a fur farm cage


The breeding of fur animals as well as trapping them in the wild to produce fashion or luxury items is cruel, unethical and unnecessary


Down & live plucking

Did you know that 3.4 billion ducks and geese are slaughtered annually in the production of down and feathers?


Find Out More

Child with a lamb

How to Wear it Kind

Quick tips to support more compassion in fashion


Frequently Asked Questions

Your questions and answers to our Wear it Kind campaign

Smiling girl

Animal-friendly fashion starts with you

Together, people, designers and brands can build the ethical fashion movement and ensure animal protection is a key priority!


Working together for compassion in fashion 

Information and support for industry & brands

Kinder fashion starts with you!

Kinder fashion starts with you!

Wear your values. #WearItKind

Take the pledge


1 Brands in Motion, 2019, "The new brand loyalty," https://www.we-worldwide.com/media/4uwar21e/we-brands-in-motion-2019-new-brand-loyalty.pdf
 Future of Sourcing, 2019, "The rise of the ethical consumer and why businesses need to follow".

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