Kinder and cruelty-free closets are on the rise! As shared in a recent public opinion poll, people across the globe and in South Africa are concerned about the animals at stake for the sake of fashion—great news for a world where animal cruelty becomes the ultimate fashion no-no:
Cape Town, South Africa (05 August 2024) — The road to more cruelty-free closets has been a long but impactful one thanks to decades of effort from animal rights activists and those who believe that animal cruelty has never been fashionable.
Gone are the days when those who refused to wear fur or those who protested against materials derived from animals were seen as oddballs. In today’s world, where so much more awareness about the fashion industry and its practices are accessible, these acts are a supported call for change from the most important group in fashion—the consumers.
But how many consumers exactly want to see animal cruelty practices tossed aside like last season’s trend cycle? And how many are aware of what’s holding the world back from kinder, cruelty-free closets in the first place? In very good news for those who support cruelty-free fashion—kind purchasing is on the rise!
Earlier this year, global animal welfare organisation FOUR PAWS commissioned a public opinion poll conducted by YouGov. 11,000 shoppers from 12 countries took part with the results showcasing that the vast majority of people are concerned about the treatment of animals in global fashion production.
The New Fashion Police
The global poll showed that 68% of South African respondents are aware of animal cruelty issues; with many expressing that they are fairly concerned with the plight—80% were concerned about exotic feathers such as ostrich, 82% for exotic leather like crocodile and 74% were concerned with domesticated animal leather.
The report showed that kind purchasing is certainly on the rise, with every second adult (50% of the group) expressing that companies should give animal protection equal priority to environmental protection and social standards (working conditions).
22% shared that they seek out/purchase fashion items with animal welfare credentials, whereas (27%) have avoided animal-derived fashion completely.
Over a third of shoppers said they will choose one brand over another if it prioritises animal welfare.
How Do We Know That Brands Are Changing Their Ways for the Better?
FOUR PAWS has launched the Wear It Kind Directory—a digital database and compilation of results for the reduction and refinement of Animal Derived Materials (ADMs) of over 200 international fashion brands.
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Some brands like Stella McCartney, Ganni and Everlane have showed a lot of positive progress, while others still have a very long way to go to get with the times.
Thanks to the directory, shoppers can make more informed decisions and better understand fashion brands’ commitments and progress across four key areas impacting animal welfare within fashion supply chains:
- The use and avoidance of live lamb cutting (mulling) in will supply chains
- Live plucking in down and feather supply chains
- The use of fur
- The reduction of ADMS overall.
“Consumers are increasingly concerned by mistreatment of animals for fashion. For a growing number of people, dressing up does not meal letting animals down. The impact of their use on the climate crisis are also becoming more widely recognised. Many animals used for textiles are ruminants, which are high emitters of greenhouse gases and require huge areas for grazing or feed. Consumers have the power to push brands forward and call for changes that end cruelty towards our fellow sentient beings, who feel pain, fear and stress. The data shows, brands must keep up to remain relevant.”—Fiona Miles, FOUR PAWS Director.
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