3 August, 2021 – Millions of animals suffer, are mutilated or die every year for fashion items made of fur, leather and wool. Yet, new research commissioned by global animal welfare organisation FOUR PAWS has revealed there is strong demand for more kindness to animals in our wardrobes. The You Gov poll among almost 14,000 participants across twelve countries* found that nearly two thirds of adults (64%) are aware of animal cruelty in the fashion industry and since COVID-19, almost another third (31%) are now either seeking products with high animal welfare credentials or avoiding animal-based products all together. FOUR PAWS new programme “Wear it Kind” urges consumers and industry to say “No” to animal cruelty, and to choose only animal friendly sustainable fashion.

According to FOUR PAWS new research, every third (37%) adult chooses one fashion brand over another if they prioritise animal welfare. Overall awareness levels of animal cruelty in fashion are constantly rising. Globally, nine out of ten people (86%) want companies to make animal protection a key priority alongside environmental protection and social standards.

A trend called compassion

The research revealed that since the beginning of the Coronavirus crisis, fashion purchasing habits have changed significantly, with 50 per cent noting some level of change. In fashion-conscious Italy, almost two-thirds (64%) have made changes to how they purchase fashion. A quarter of French respondents (27%) state they now seek sustainable fashion with higher animal welfare standards but at the same time are least interested (8%) in ditching animal products completely. While globally one in eight (13%) has decided to now avoid animal-based fashion products all together, with Bulgarians (28%), South Africans (20%) and Austrians (17%) topping the list.

Wear it Kind

FOUR PAWS has a long legacy in catalysing change, most recently urging brands like PUMA and Calvin Klein to ditch mulesed wool: Mulesing is a painful mutilation of young Merino lambs where large pieces of skin are cut from their buttocks to prevent flystrike infestation, despite pain-free alternatives available. Additionally, the global animal welfare organisation has helped to drive the the Fur Free Retailer programme in which over 1,500 brands have pledged to never use fur. 

“Through our new Wear it Kind programme we’re committed to supporting and encouraging brands to reduce their use of animal derived materials, refine their supply chain practices to ensure animal welfare is achieved holistically, and overtime replace animal products for sustainable animal-free materials. While fur has been in focus internationally for some time, many other cruel practices also persist including the live plucking of geese, shocking mutilation practices within the wool industry, and brutal killing and keeping conditions of animals used for leather. Together we can end this cruelty, and work towards achieving an animal friendly fashion future.” concludes Medcalf.

Shoppers can help by pledging to Wear it Kind and learn about the fashion industry support on how to act for animals here.

* The global study was conducted online between 7^th-18^th January 2021, and is comprised of representative samples of the following twelve markets:

| Australia | 1,060 |
| Austria | 1,054 |
| Bulgaria | 1,013 |
| France | 1,027 |
| Germany | 2,038 |
| Italy | 1,024 |
| Netherlands | 1,046 |
| South Africa | 508 |
| Spain | 1,026 |
| Switzerland | 529 |
| United Kingdom | 2,109 |
| United States | 1,213 |
| Total | 13,647 | adults 18+ (51% female, 49% male)