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SAN FRANCISCO – A new US-based consultancy wants to see an end to the use of all animal-based materials in the fashion industry – and is using data from the Sustainable Apparel Coalition’s Higg Index to support its case. The Material Innovation Initiative (MII) makes the hugely questionable claim that “cruelty is inherent in animal farming,” whether in the production of leather, wool or down. They add that, “the animal materials industry is archaic.”

“Sustainability issues, animal welfare concerns, and growing consumer demand combined with recent technology breakthroughs create the ideal scenario for revolutionizing the materials industry,” claim the consultants, which include on their website testimonials from the fast fashion industry.

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