Leather Naturally promotes the use of globally-manufactured sustainable leather and seeks to inspire and inform designers, creators, and consumers about it’s beauty, quality and versatility.
Leather is facing intense competition from synthetic materials manufactured from non-biodegradable petrochemical derivatives which are designed to imitate it.
At the same time it has been subject to attacks from environmental groups such as Greenpeace and outrageous claims made against it by the animal welfare NGO PETA.
The Leather Naturally initiative is aimed to counteract these attacks, highlight the natural beauty of leather and more importantly educate the buying public, designers and youth about leather and the leather industry. Youth is particularly important - not only as future consumers but also as the fashion designers of the future. The whole industry from meat packers to tanners, manufacturers and retail brands are joining forces and throwing its weight into Leather Naturally An initiative very much inspired by industry wide operations such as the ones led by the Cotton Council and Woolmark.
It is to the benefit of all operators in the leather supply chain to help defend the leather industry against the negative publicity inspired by special interest groups. The positive aspects of leather such as it being sustainable material with natural elegance have to be promoted while defending it against unchallenged reports designed to prejudice its image.