Vegan Fashion, Why Not? A Typology for Future Research, Classroom Discussion, and Informed Consumerism

The aims of this case study chapter is to educate students and scholars about vegan fashion, empowering them to reflect upon and discuss the key issues, and engendering a greater engagement with animal welfare issues as future PhD students, practitioners, policy-makers, or simply pro-active consumers. It is intended for an academic readership—from undergraduate students through PhD candidates to research and teaching staff—however, it does not focus solely on academic literature or theoretical issues. It draws on a wide range of sources, demonstrating the potential for (and emerging problems faced by) vegan fashion through newspapers, market research reports, and peer-reviewed academic articles. It is organised into three main parts. First, it introduces why vegan fashion is an important topic. Second, it defines what vegan fashion is, distinguishing it from similar terms like ‘cruelty-free’ and ‘plant-based’. Third, the chapter poses three questions to stimulate debate and discussion in this area: one, the extent to which the growth of the vegan fashion industry helps those trying to promote issues of animal justice and welfare; two, what the most important differences are between vegan fashion consumers, and the reasons for this; three, how vegan fashion may be (mis)used by offsetting less ethical activities elsewhere, but also how vegans values may be offloaded by fashion brands pursuing other, more anthropocentric ethical objectives. Fourth, and finally, the chapter concludes by calling scholars and students alike to pursue real-world change for the benefit of animals. After making the case for considering, and perhaps even choosing, vegan fashion, it returns to the initial question and turns it over—from ‘why vegan fashion?’ to ‘vegan fashion—why not?’