New Campaign Launches

Cruel fashion is the focus of Viva!’s latest campaign, The Big Cover Up – and our first target is leather.

Most people believe leather is simply a by-product of the meat industry, but it’s not! The leather industry is substantial, bringing in big money for its beneficiaries.

For this reason, and the fact that leather accounts for between 7-10 per cent of the animal’s total financial worth, it should be regarded as an industry in its own right, not merely a spin-off of the meat and dairy industries.

For anyone opposed to animal cruelty, leather should be an obvious product to avoid. Buying leather supports an industry which benefits financially from the suffering and slaughter of animals.

Some people have the misguided view that leather is the only choice for shoes – this is simply not true. Advances in science mean that non-leather shoes now last a long time, stretch to your feet (like leather) and let them breathe. Leather-free shoes aren’t ugly or unfashionable either, in fact, they are quite the opposite: beautifully made and deliciously fashionable vegan shoes are the answer for any cruelty-free fashionista!

The Big Cover Up campaign will be expanding to cover the cruel fashion trades of silk, wool and fur in the coming months. Click here to find out more and sign the petition.

Wendy, 15, from Wigan told Viva!: “I don’t understand how some people can think it’s ok to wear leather or fur. I don’t understand how people can look at a fur coat and not see the animal it belonged to! I’m really glad Viva! are covering these issues in The Big Cover Up campaign, I can’t wait to start ordering leaflets!”

Emily, 15, from Bristol said: “The word leather conjures up images of wealth and luxury. For years top designers have competed to produce the softest and most durable leather goods. But hang on, where does it all come from? We all know that leather comes from cows but because it is often referred to as a slaughterhouse by-product, some people can’t see any harm in buying it. However, if you buy leather, you are supporting and financing the meat industry.

The world of leather seems vast and intimidating, but remember, it can be avoided. Leather alternatives are available online and at most high street shops. Boycott leather and support the cotton trade or the hemp trade, but please don’t support the meat trade.

Did you know:

• The UK throws away two million pairs of shoes every week – those made of leather sit in landfills unable to decompose due to the tanning process
• Tannery workers have an increased risk of suffering from skin and melanoma, kidney, bladder, testicular, lung and pancreatic cancers
• Each time you purchase a new pair of leather shoes you are responsible for using as much water as having a bath every day for over 40 years
• The leather industry is big money, and by boycotting leather products you are using your consumer power to tell companies that animal abuse is wrong