In a startling revelation, a new report by global animal welfare organisation FOUR PAWS has shed light on the lack of transparency among fashion brands regarding a brutal practice known as live lamb cutting (LLC). Despite 84% of the 102 brands investigated across eleven countries publicly opposing this archaic and inhumane practice, a staggering 67% failed to disclose how they address the issue within their wool sourcing policies, leaving consumers in the dark about the true animal welfare standards behind their purchases.

Live lamb cutting involves the painful mutilation of lambs, primarily in Australia, the world’s largest wool exporter. This outdated practice affects up to ten million lambs annually, causing them severe suffering for the sake of wool production. Experts assert that while effective and humane alternatives exist, the fashion industry continues to turn a blind eye.

Rebecca Picallo Gil, campaign manager at FOUR PAWS, emphasised the need for concrete actions, stating, “Consumers don’t want to support animal cruelty; they want brands to enable informed and ethical choices. While most brands claim to oppose this mutilation, words alone aren’t enough.” She urged brands to commit to certified wool, free from live lamb cutting, and to provide transparent product labelling that empowers consumers to make kinder choices.

The investigation revealed that luxury brand Michael Kors scored the lowest in the report, earning zero points for its lack of response to FOUR PAWS’ outreach and the absence of any commitment towards LLC-free certifications. “Michael Kors, protecting lambs is not a luxury, but a necessity,” Gil pointedly noted, as the campaign ramps up calls for the brand to take a visible stand for animal welfare.

In contrast, other brands have begun to take action. The  dialogue initiated by FOUR PAWS resulted in 25% of the evaluated brands making concrete policy changes, including commitments to exclusively use certified LLC-free wool. Notable improvements were seen from names like H&M, Jack Wolfskin, and Marc O’Polo, while brands such as Barbour and Coop have pledged to transition to ethical practices by 2030. However, even among brands that claim to use only certified wool, only half disclosed this status on their products, indicating room for improvement in consumer transparency.

The growing demand for kindness within the fashion industry was underscored at the recent Nanjing Wool Market Conference in China, where calls to decrease production of non-certified wool echoed throughout the event. A collaborative movement emerged among industry stakeholders, urging the Australian wool sector to align with evolving market expectations while seeking a concrete action plan to ban LLC altogether.

FOUR PAWS continues to advocate for comprehensive measures in both the fashion industry and the Australian government, pressing for an end to live lamb cutting. As consumer interest in ethical fashion grows, the message is clear: brands must adapt to meet higher standards of animal welfare.

“Fashion free from live lamb cutting isn’t just the future consumers want, it’s also smart business, and demand is only growing,” says Gil, urging the industry to embrace a kinder approach for countless lambs worldwide.

Source link