The brilliant Too Rare To Wear campaign was created in response, aimed at tourists from North America, Europe and China who buy these products. Such a great idea could be expanded to tackle any number of problems associated with the consumption of endangered species.
While demand reduction is rapidly becoming a part of the conservationists’ toolkit, if such campaigns are needed it means that the desire has already been (re)triggered. Rather than needing campaigns to put a metaphorical foot on the brakes of desire, wouldn’t it be better to never put our foot on the gas in the first instance? It would be great to see the the Too Rare to Wear vision embedded into the sustainable fashion strategy, covering all endangered species used to promote a (luxury) sustainable and ethical lifestyle.
The biodiversity crisis highlights we don’t have the luxury of time to tackle the consumption of wildlife in an ad-hoc way, designer-by designer; an industry-wide approach is needed. Inspired by the anti-turtle shell/tortoiseshell campaigners, it is time for a ‘Not for Sale, Ever – Too Rare to Wear’ approach, where the consumption of wildlife products, of whatever vintage and source, is considered unacceptable in any modern lifestyle choice.