PETA UK, the British branch of the iconic American animal rights organisation has appointed recently-formed House 337 to encourage the wider public to embrace ‘vegan fashion’.

The campaign will come as part of the NGO’s ongoing efforts to ‘re-educate’ the public around the issues concerning animal product-based fashion.

Focused on the fashion industry’s role in global animal cruelty, assets will be primarily online-based, targeting a younger audience than previous awareness campaigns.

PETA approached House 337 following its work for the Born Free Foundation in 2020, the new campaign will mark the agency’s first announced new business since it was formed following the merger of Engine and ODD earlier this month.

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“The more we come to understand about the animals with whom we share the Earth, the harder it becomes to justify tormenting and killing them for a handbag or coat,” PETA UK director, Elisa Allen said.

“This new partnership will be a fun, powerful way to encourage people to wear vegan clothes and spread the message that, as PETA’s motto states, animals are not ours to wear.”

House 337 creative director, Steve Hawthorne added: “Now, more than ever, we need to be mindful of where our clothes come from. If you think being sheared for wool is like getting a haircut, you are sorely mistaken.

“The good news is that there are more fantastic cruelty-free clothing options than ever before. Loads of big brands and famous designers are embracing vegan fashion.

Concluding, he said: “So, the answers are out there. We just need to re-educate ourselves about where clothes come from and what we can do to minimise the suffering in our wardrobes.”