Fashion Gifting Guide: How Compassionate Purchases Can Drive Better Animal Welfare
FOUR PAWS’ Wear it Kind Directory provides detailed insights into more than 330 international fashion brands
- Ahead of the festive shopping season, global animal welfare organisation FOUR PAWS encourages consumers to find stylish and animal-friendly fashion through its Wear it Kind Directory
- A newly published report assessing more than 330 international fashion brands shows that an increasing number of brands are embracing collections free from fur, live-plucked down and wool from sheep subjected to live lamb cutting (mulesing)
- With global festive fashion sales reaching an estimated US$190–260 billion1,2 last year, consumer purchasing decisions have significant potential to drive animal welfare improvements across the fashion industry
In its newly published Animal Welfare in Fashion Report 2026, FOUR PAWS assessed more than 330 fashion brands on animal welfare improvements across their supply chains. The assessment highlights a clear industry shift away from controversial materials, fur and down. Four out of five brands (82%) have publicly banned fur, while 14 per cent have eliminated newly sourced (virgin) down, a material linked to the suffering of millions of ducks and geese each year through the practice of live plucking. More than three in five brands (64%) have committed to sourcing certified wool by 2030 that excludes harmful practices such as live lamb cutting. Compared to brand progress assessed in 2024, nearly two-thirds (63%) of all recorded improvements in the reduction category are linked to the adoption of animal-free alternatives. The Wear it Kind Directory compares each fashion brand’s performance on animal welfare improvements related to wool, fur and down and the adoption of alternatives.
Animal welfare leaders and laggards in fashion
Animal welfare has become a strategic priority across much of the global fashion industry. From major retailers such as C&A and mainstream brands like Superdry to outdoor leader Fjällräven, companies across different sectors are taking meaningful steps to address animal welfare risks in their supply chains. By contrast, the luxury sector continues to lag behind, largely due to its ongoing reliance on fur and no commitment to end its use. As a result, luxury houses including Louis Vuitton and Dior rank among the poorest performers of all assessed brands. One notable exception is Stella McCartney, which continues to demonstrate its strong commitment to animal-free materials and innovative alternatives.
“We have seen encouraging progress for animal welfare as more fashion brands recognise the welfare risks linked to animal-derived materials. While certification use and labelling can help consumers make more informed purchasing decisions, they should not be viewed as a guarantee of a cruelty-free supply chain. Choosing animal-free materials remains the most effective way to avoid animal welfare concerns altogether. For consumers who do purchase animal-derived products, wool certified to an animal welfare standard can help avoid practices such as live lamb cutting," concludes Medcalf.
From head to toe: Five tips for kinder fashion gifting
1. Choose scarves and socks made from animal-friendly materials
When shopping for cosy essentials, look for plant-based materials such as bamboo, hemp and lyocell, which can provide both warmth and comfort. If you choose wool, opt for certified recycled wool, or certified wool free from live lamb cutting. Avoid products with unclear wool origins or vague claims such as "ethical" or "responsible" that are not backed by credible certification.
2. Skip fur-trimmed beanies
Real fur is still used on some accessories, often in pom-poms and trims. Look for clearly labelled faux-fur alternatives or beanies made from animal-free alternatives, including recycled and plant-based materials such as nettle and flaxseed blends. If the material composition is unclear, it is best to leave the product on the shelf.
3. Rethink gloves
When shopping for animal-friendly gloves and mittens, consider innovative alternatives, including next-generation materials made from fungi or bio-based proteins, which are entirely animal-free. If you opt for wool, look for certified recycled materials, or choose wool sourced free from live lamb cutting. Avoid products with unclear labelling, undisclosed materials or wool of unknown origin.
4. Stay warm without down
Right now there aren’t any adequate certifications available that properly mitigate live plucking. Modern insulation technologies mean jackets, parkas and coats no longer need feathers to keep people warm. Plant-based alternatives made from kapok, coconut and other natural fibres can provide lightweight, cosy insulation without relying on animal-derived materials. For those who prefer down, choose fully recycled options certified under the GRS or RCS standards.
5. Check the brand, not just the product
A single label does not tell the full story. Consumers are encouraged to use the FOUR PAWS Wear It Kind Directory to identify brands that demonstrate strong animal welfare commitments and avoid companies that lack transparency or meaningful sourcing policies.
Methodology for the report: The Wear it Kind Directory
The Wear it Kind Directory is FOUR PAWS’ global benchmark for evaluating fashion brands on four key animal welfare issues: the avoidance of live lamb cutting (mulesing), live plucking in down production, fur use, and the reduction of animal-derived materials. Designed both as a roadmap for brands and a consumer-facing database, the Directory helps identify companies that are taking meaningful action to improve animal welfare. Assessments are based exclusively on publicly available information, including corporate policies, sustainability reports, product descriptions, and external verification schemes such as the Fur Free Retailer Program. Brands are rated in each category using a transparent colour-coded system ranging from green (leading performance) to red (poor performance).
Background
Every year, an estimated five billion animals are at risk of suffering for the fashion industry, including sheep, raccoon dogs, foxes, mink, geese, ducks, cattle, rabbits, goats, reptiles and alpacas. FOUR PAWS' Wear It Kind campaign seeks to expose these welfare risks and encourage a future where fashion no longer comes at the expense of animal welfare. The organisation advocates for stronger animal welfare standards, greater supply chain transparency and increased adoption of innovative material alternatives.
FOUR PAWS first launched its Animal Welfare in Fashion Report in 2019 and introduced the Wear It Kind Directory with 256 brands in 2024 to provide consumers and industry stakeholders with a global benchmark on animal welfare performance in fashion. The 2026 edition expands the assessment to 332 brands and offers the most comprehensive analysis of animal welfare progress in the sector to date.
Source
2 https://corporate.visa.com/en/sites/visa-perspectives/trends-insights/visa-retail-spending-monitor-holiday-analysis.html