ASOS just made a major anti-cruelty move

ASOS has announced plans to ban the sale of all mohair, silk, cashmere and feather products on its platform.

Considering ASOS carries more than 850 labels in addition to its own-brand clothing that’s a pretty big decision.

The online giant had already pledged to stop selling mohair after PETA exposed the cruel techniques used in the industry via a video released last month.

The high-street e-tailer has joined over 140 brands, including Topshop, H&M and Marks & Spencer, to ban the sale of the material in its products.

But ASOS has taken things a stage further by banning the use of a number of other materials, that could fall into the cruelly produced category.

Surprisingly cruel?

According to PETA, silk, for example, is the fiber that silkworms weave to make cocoons. To obtain silk, distributors often boil the worms alive inside their cocoons. Some 6,600 silkworms are killed to make just 1 kilogram of silk.

And Cashmere goats, who have little fat on their bodies, are often shorn in midwinter, at a time when they need their coats the most, and as a result, can die of cold stress.

ASOS has pledged that by January 2019, nothing it sells will include any of the materials that could be produced via cruel techniques.

The updated animal policy states: “ASOS firmly believes it is not acceptable for animals to suffer in the name of fashion or cosmetics. No animals should be slaughtered specifically to produce products sold through any of ASOS’ websites. All animal materials used must be by-products of the meat industry.

“ASOS is committed to working with industry expert groups to support the ongoing research, development and implementation of animal welfare standards and transparency in the leather supply chain.

“ASOS is a member of the Leather Working Group and is working towards sourcing all skins from LWG rated tanneries, to ensure good environmental compliance and traceability.”

The move has been widely praised by PETA.

“PETA applauds Asos for leading the charge for compassion in fashion,” Peta’s director of corporate projects, Yvonne Taylor said.

“In response to PETA’s campaigns, consumers are changing the face of the industry by demanding that designers and retailers ditch animal-derived materials in favour of cruelty-free alternatives that look great without causing suffering.”

ASOS has been causing quite the buzz of late.

Earlier this year the Internet applauded the fashion brand for featuring a plus size model absolutely rocking a yellow-pop bikini and last summer ASOS also won praise for refusing to photoshop the stretch marks on women modelling their swimwear.

They’ve also recently unveiled plans to make their website more inclusive by having models of different sizes photographed in the same dress.

And earlier this month the online retailer flew the flag for fashion diversity by happily showcasing various different body types in their promotional images, back rolls and all.

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