Be mindful when shopping for gifts this festive season.
Image: Gerry Cupido / Gemini AI
As the festive season shopping ramps up, many South Africans are thinking a little more carefully about what they put under the tree.
This year, global animal welfare organisation Four Paws is encouraging shoppers to make kindness part of their style choices by choosing fashion that does not harm animals.
To help make that easier, Four Paws has updated its Wear It Kind Brand Directory, a go-to guide for cruelty-free fashion.
The latest update includes more than 300 fashion brands, with 60 new additions now rated for their commitment to animal welfare.
Among the newly listed brands are big international names such as Diesel, Fendi, J Crew and Dior.
The directory assesses brands based on clear criteria.
These include banning fur, replacing wool and down, adhering to credible animal welfare certifications and reducing reliance on animal-derived materials.
The goal is simple: give shoppers transparent information so they can support brands that are actively working to reduce animal suffering.
And it turns out consumers want this change.
According to a YouGov survey conducted last year, 81 per cent of adults surveyed across twelve global markets believe fashion companies should reduce their use of animal-derived materials and invest in animal-friendly alternatives like recycled and plant-based fabrics.
“The festive season is about giving, and what better gift than one that’s kind to animals. Every time we choose fashion that avoids fur, down, leather or wool, we help protect millions of animals from suffering. It’s the perfect moment to make gifting choices that feel good and do good. True kindness in fashion means opting for materials that don’t involve animals at all,” says Fiona Miles, Director of Four Paws South Africa.
The updated directory shines a light on brands that are making real progress.
Companies such as Ecoalf from Spain, Kings of Indigo from the Netherlands and South Africa’s own Sealand Gear are being recognised for taking meaningful steps to improve animal welfare.
Some major fashion players have also shown notable improvement over the past year.
H&M and Zadig & Voltaire are the most improved brands in the directory, earning recognition for positive action in tackling major animal welfare concerns.
These include live lamb cutting and live plucking within their wool and down supply chains.
Not all brands are keeping pace. Luxury fashion, in particular, continues to lag.
Dior, Fendi and Louis Vuitton are highlighted as among the worst performers, as they still use fur and have taken no steps to phase it out.
Four Paws notes that the luxury segment has the highest proportion of brands failing to take action, especially when it comes to fur and down.
Michael Kors is also under scrutiny, ranking among the ten worst brands for transparency and commitment to sourcing wool that is free from live lamb cutting.
Behind these ratings are real animal welfare issues that continue to affect millions of animals each year.
Live lamb cutting, for example, sees millions of Merino lambs subjected to painful mutilations without pain relief to prevent flystrike.
Down production often involves geese and ducks being repeatedly live plucked, causing extreme pain, injuries and sometimes death.
And when it comes to fur, Four Paws is clear that there is no such thing as ethical fur, as fur farming is inherently cruel and certification schemes fail to adequately protect animal welfare.
“South Africans care about animal welfare, yet we still see animal exploitation in fashion. By choosing cruelty-free brands, we can make a real difference for animals and for the planet. Four Paws is committed to ensuring that animals are not forgotten in the conversation around ethics in fashion. The Wear It Kind Brand Directory empowers shoppers to make compassionate choices with just a few clicks, taking meaningful steps for millions of animals impacted by the global fashion industry,” says Miles.
If you are looking to make more compassionate fashion choices, Four Paws suggests starting with the Wear It Kind Brand Directory as a trusted guide.
Supporting local ethical brands like Sealand Gear is another easy way to make an impact.
Shoppers are also encouraged to avoid fur, down, leather and wool, and to opt instead for recycled or plant-based materials.
This festive season, fashion can be more than just a gift. It can be a statement of kindness. Because when it comes to style, cruelty is never in fashion.