In a world where “cruelty-free”, “vegan”, “animal-friendly” and similar labels appear more and more often, it’s important to understand what they actually guarantee - especially in the context of fashion and accessories. Because for brands like ours at New Orchard, the difference between a marketing claim and real ethical commitment matters deeply.

What do the labels mean?

Here are some of the most prominent certification programmes and what they actually pledge:

PETA-Approved Vegan

The PETA programme recognises companies whose products are totally free of animal-derived ingredients and not tested on animals.
Key points:

• No animal ingredients used (e.g., leather, wool, fur, silk) in the certified product.

• No animal testing of ingredients or finished products.

• Confidence for consumers that the label meets a clear defined standard.

Limitations: the certification process may depend on brand/self-reporting; there may be less frequent external audits.

The Vegan Society’s Vegan Trademark

The Vegan Society (UK) created one of the most recognised vegan certifications.

What it guarantees:

• The product contains no animal-derived ingredients or by-products.

• The product and its ingredients have not been tested on animals by the company or its suppliers.

• Certification applies product-by-product (not necessarily entire company). 

Benefits: builds consumer trust, easily recognisable logo, transparency about vegan status.

Fur Free Retailer

This programme focuses on eliminating real animal fur (skins of animals raised or caught primarily for their fur) from fashion retail.
What it guarantees:

• The retailer (or brand) has committed in writing to not sell any fur or fur-trim items.

• The “fur” definition excludes skins raised for other purposes (e.g., food) unless specifically for fur production.

• Helps consumers identify brands who stand by a no-fur policy.

Why do these certifications matter?

For consumers who care about animal welfare and sustainability, certifications provide:

• A trusted signal that the product meets defined ethical standards, instead of relying solely on marketing words.

• A way to avoid green- or vegan-washing (claims that sound good but lack independent verification).

• Transparency and accountability: knowing that the supply chain, materials, and testing practices were considered.

• Peace of mind that the purchase aligns with their values - especially when it comes to fashion where animal-derived materials and testing are often hidden.
  
  

What they don’t always guarantee - and what to watch

No certification is a total guarantee of perfection, and smart consumers should know the nuances:

• Some programmes certify products not the entire brand - meaning other items from the same brand might not meet the standard. (e.g., Vegan Trademark)

• Certifications may rely on self-reporting by companies and fewer external audits (varies by programme).

• Some “cruelty-free” labels only cover testing, not animal-derived ingredients; some “vegan” labels cover ingredients but not necessarily full testing or supply-chain issues.

• Definitions differ: For example, “fur-free” may cover only fur, not leather or other animal-derived materials. (Fur Free Retailer policy)

What it means for fashion & accessories

In the world of footwear, bags, outerwear and fashion generally, these certifications carry real weight:

• A certified vegan label means no leather, fur, wool, silk or other animal skins/fibres were used.

• A cruelty-free standard means no animal testing was involved in development or production.

• A fur-free policy means eliminating one of the most ethically contentious material categories (fur) from design and production.

• And together: they point to a brand that’s committed to doing better, not just saying better.
  
  

For brands that truly embrace this - like New Orchard - this isn’t about ticking boxes, but embedding ethics into everything: materials, supply chain, production, packaging, after-care.

How to evaluate a product/brand

When you see a certification mark, ask yourself (or the brand):

• Does this cover the entire product or only part of the range?

• Were the ingredients and production chain verified?

• Is the certification current and well documented?

• Is there transparency about what “vegan”, “cruelty-free” or “fur-free” means for this brand?

• Are there other aspects of sustainability beyond animals (e.g., worker conditions, materials, environment)?
  
  

Why we insist on it at New Orchard

At New Orchard, our commitment to animals and the planet led us to vegan from day one. We chose materials, production processes and partners that would allow us to live that commitment - not just claim it.
By aligning with trusted certifications and being transparent about our journey, we aim to give you not just style, but confidence that your purchase is rooted in kindness.

“Cruelty-free” and “vegan” are more than trendy labels: they’re meaningful statements.
When backed by credible certifications like PETA-Approved Vegan, Vegan Society’s Trademark or Fur Free Retailer, those words become real commitments.
For conscious consumers, choosing certified ethical fashion is choosing a future where style does no harm.
And for brands, it’s an opportunity - and a responsibility - to stand for something better.