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



Over 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 blurred 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!
Smiling woman for Wear It Kind

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

1. Take the pledge to Wear it Kind or say ‘No Way!’ because animal-friendly fashion starts with each of us.
2. Use 
our Wear it Kind shopping guide to help you make great choices.
Sign our petition to protect lambs from mulesing.
4. Call for a 
ban on fur sales in Victoria and New South Wales.

Campaign Updates

Woman and Sheep

Good News for Animals in 2020

It’s been a challenging year for all. But as 2020 comes to a close, let’s celebrate the good moments and progress made towards an animal-friendly fashion future!

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?

Fur products

Real or Faux?

Tips to spot the difference

White goat

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

Find out more