Woman with a rescued cow

Wear it Kind

Together, we can drive an animal-friendly fashion future

Take Action
Two silver foxes

Why Kind will fix fashion 

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Female model in front of a blue door

Working together for compassion in fashion

Support for brands and retailers

Fox in fur farm

deadly. deceitful. cruel.

Ending the fur trade in Australia

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live plucked geese

shocking cruelty for down feathers

in common fashion products

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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.

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.
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. Ban fur sales in Australia!

Call for an end to fur sales in Australia, with VIC and NSW to lead the way!

Campaign Updates

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

happy sheep

Nike just did it! Says “no” to the mutilation of lambs

FOUR PAWS welcomes step towards higher animal welfare by switching to certified non-mulesed wool

Down, leather, wool, fur – the suffering is immense and animal welfare largely goes unchecked

Animal Use in Fashion and Little Oversight of Welfare

Over five billion animals are used every year in the fashion industry with many suffering from cruel practices and poor welfare standards 

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

Industrial 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

FOUR PAWS organised an action on June 8th at Nike´s main European Logistic Campus in Laakdal, Belgium

Over 50,000 sport enthusiasts want 50-year-jubilee Nike to stop using cruel wool

FOUR PAWS welcomes strong signal and urges market leader to switch to certified wool to help prevent the mutilation of lambs

Fox in fur farm

FOUR PAWS report: It’s time to end Australia’s support of fur and its pandemic risk

2021 investigative fur report on ‘Cruelty, COVID-19 and changing times'

Woman with sheep

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

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

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

Merino lamb in a field

See the Progress of the #StopCruelWool Campaign

Thanks to your support, Nike received over 80,000 emails urging them to switch to certified mulesed-free wool – and they did!

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  

FOUR PAWS Report Animal welfare in fashion

World first report finds fashion critically lagging on animal welfare

FOUR PAWS urges brands to step up for all animals in the ‘new normal’

Child with a lamb

How to Wear it Kind

A shopping guide for compassion in fashion by FOUR PAWS

Clothes Rail

180+ brands in fashion now oppose mulesing

Momentum of brands moving away from mulesed sheep wool is growing

Two lambs

Five cool facts about sheep

How much do we really know about sheep and their secret lives?


Style and Compassion

Animal protection the new ethical fashion frontier


From Rooftops to Retailers

FOUR PAWS, one of the world’s largest animal welfare organisations, began because of fur

White goat

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

Find out more

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