What are the Issues?

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. 

Together we can choose to 'Wear it Kind' and to create a better future for animals. 

Find out more about the issues



Widely used across the Australian wool industry, the mutilation practice of mulesing causes intense suffering and pain for millions of lambs annually.

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Fox at fur farm


Over 100 million animals are killed for their fur annually. Most animals are raised on fur 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. 

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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.

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Plucked geese


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.

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Pledge to Wear It Kind!

Kinder fashion starts with you.

Wear your values. Wear it Kind. 

Take The Pledge!

Find out more


Style and Compassion

Animal protection the new ethical fashion frontier


The Leather Trade

The true cost to animals and humans

Take action

Animal-friendly fashion starts with you

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

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!

Child with a lamb

How to Wear it Kind

Start your animal-friendly shopping

Woman's fashion

Good On You app

Download the Good On You app – to find brands that match your values across animal welfare, Labour and Environmental Protection Issues

Woman with hat

Video: Why Wear it Kind?

What do Australians think about animal welfare in fashion?

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