Your Guide to Cruelty-Free Gifting This Festive Season

FOUR PAWS updates Wear it Kind Brand Directory with 60 new fashion brands

Cape Town, 15 December 2025 – As South Africans prepare for the festive season, global animal welfare organisation FOUR PAWS is asking shoppers to make compassionate choices when buying gifts. The updated Wear it Kind Brand Directory now features over 300 fashion brands, including 60 new rated additions, such as Diesel, Fendi, J Crew and Dior. The directory ranks brands based on their commitment to animal welfare by adhering to certifications, replacing the usage of wool and down, banning fur, and reducing the overall reliance on animal-derived materials (ADMs). Last year’s YouGov survey revealed that eight out of ten (81%) surveyed adults across twelve markets globally agree that fashion companies should reduce the use of ADMs and invest in animal friendly alternatives such as recycled and plant-based materials. The ever-growing Brand Directory continues to be a key touchpoint for fashion lovers who want to gift kindly without cruelty.

“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.

Kindness in fashion: Spotlight on leaders and laggards
The directory highlights progress among fashion brands that are taking meaningful steps to improve animal welfare, companies like Ecoalf (ES), Kings of Indigo (NL) and Sealand Gear (ZA). The most improved companies compared to last year are H&M (SE) and Zadig & Voltaire (FR), recognised for achieving the highest positive actions in eliminating major animal welfare issues, live lamb cutting (LLC) and live plucking in the wool and down categories. At the other end of the spectrum, luxury giants Dior (FR), Fendi (IT) and Louis Vuitton (FR) continue to use fur and have taken no steps to phase it out. This highlights the luxury segment as the worst performing overall, with the highest proportion of brands failing to take action – particularly in the fur and down categories. FOUR PAWS is also urging accountability from Michael Kors, which ranks among the ten worst brands for transparency and commitment to LLC-free wool sourcing.

Why it matters
• Live lamb cutting: Each year, millions of Merino lambs endure painful mutilations without pain relief to prevent flystrike – a practice FOUR PAWS is fighting to end.
• Down production: Geese and ducks often suffer repeated live plucking, causing extreme pain, injuries and even death.
• Fur trade: There is no such thing as “ethical fur.” Fur farming is inherently cruel and certification schemes fail to 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.

How to gift kindly:
• Use the Wear It Kind Brand Directory as your go-to guide.
• Support local ethical brands like Sealand Gear.
• Avoid fur, down, leather and wool products.
• Consider plant-based and recycled materials for a sustainable festive season.
• Make kindness a lifestyle: Adopt, don’t shop.

This festive season let’s make fashion a force for good. #WearItKind, because cruelty is never in style.

For more information, please visit our website at www.four-paws.org.za

Author: Deidre Daniels.