CRUELTY-FREE & VEGAN
since THE BEGINNING
We firmly believe no animal should be harmed in the name of fashion, beauty or entertainment. We’re dedicated to protecting animals by using the highest quality vegan and cruelty-free materials to produce stylish products that are both functional and fashion-forward.
We firmly refuse to be a part of the “standard” fashion industry that has exploited animals for decades. We are compassionate and progressive and our supply-chain choices reflect these sensibilities. We celebrate all lives and believe every living being should be free!
Whether you’re buying 7AM mittens to keep your baby warm or a diaper bag to stay organized while you’re on-the-go, you can feel confident knowing your actions are serving as a positive voice for animals and your making a compassionate choice.
I don't wear them. I don't make
clothes with what belongs to them
7AM loves life and we’re proud to be a PETA
certiﬁed, 100% vegan company
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WHY CRUELTY-FREE & VEGAN?
As a consumer, you’re in a very powerful position to bring about positive changes in the way animals are treated by purchasing products from vegan and cruelty-free brands. For decades, animal testing and using materials derived from animals has sadly been the norm. Animals have been bred and raised for the sole purpose of being turned into a consumer good – be it a fur coat, a steak or a gallon of milk. These animals are raised in totally unnatural environments where mothers are separated from their newborn offspring and they are pumped with chemicals to make them grow bigger, at a faster speed until they are slaughtered. Their lives are devoid of affection, outdoor play and any other rights that any living being should naturally be granted upon birth. For decades, this has been a tragic, accepted fact because there has been a lack of awareness. Thanks to the brave efforts many celebrity spokespersons and trend setters make, the light has been shed on the abusive practices and the industry is beginning to change.
Finally, the movement towards vegan fashion is gaining momentum and we’re proud to be at the forefront. At 7AM we celebrate all lives and believe, deeply in the loving bond between mothers and offspring. Today, conscientious consumers like you are using their voices to speak up on behalf of helpless animals.