Animals Asia talks to Claudia Pievani, the founder of ethical fashion company Miomojo as they release their new product range.

Thousands of fashion brands across the world can help you look stylish, but very few can claim to do so while being completely cruelty-free. Sadly, materials like fur and leather continue to be mainstays of the industry. But it doesn’t have to be this way.

Milan-based designers Miomojo create fashionable bags and accessories without harming a single animal. Furthermore, they’re helping Asia’s moon and sun bears suffering at the hands of the bear bile industry by donating a percentage of every sale to Animals Asia.

Q: It was a pleasure to have you visit CBRC last month, Claudia. How was the experience for you? Anything in particular stand out?

Claudia: “There were so many emotional moments there. Seeing the incredible rehabilitation of these bears who have suffered so much was very special. To see them play and forage happily it is hard to believe they arrived broken – physically and emotionally – from up to 30 years of torture.

“Most of us cried when we saw the cages, the ‘metal jackets” and all the barbaric tools of torture used on these innocent animals.

“Those emotions won’t ever leave me, but there were happy moments too. There was definitely time for fun because ultimately these bears’ stories have happy endings.

“We helped with almost every job at the sanctuary – from spreading enrichment food around the enclosures to preparing medications and watching a health check. It really was a once-in-a-lifetime experience.

“The incredibly tasty full vegan canteen was superb too, and we had a great time doing an impromptu photo shoot for Miomojo’s new winter collection. The Animals Asia team and other volunteers were great sports and helped out as models for the day.

“Last but not least, we had the huge privilege to have Jill Robinson with us, whose presence alone changed the energy of the whole sanctuary.

“I am in awe of what she has created and inspired by her determination, compassion and heroic work. Miomojo is more than proud to contribute to Animals Asia’s work to end bear bile farming.

“I feel honoured and grateful for the experience of visiting the sanctuary and seeing first hand the amazing work that goes on there. It was an incredible week in a peaceful, surreal, out of this world environment, with passionate people, committed animal lovers from all over the world all coming together to give these majestic animals a better life.”

We’re so happy to count Miomojo as a supporter. What prompted Miomojo to begin partnering with Animals Asia to help rescue and rehabilitate bears from the bile industry?

“I heard about the sheer horror of bear bile farming years ago. It just broke my heart to see images of these beautiful animals in cages sometimes so small that they are unable to turn around or stand on all fours for up to 30 years.

“I desperately wanted to contribute to free these animals from such atrocities and a few years later, the dots got connected. 

“When I founded Miomojo it was more than clear that I did not just want to produce beautiful cruelty-free items and build a vegan brand, but also to make this world better. Animals Asia was the first name on my mind.

“I believe that companies must make a contribution. We at Miomojo have a big heart for animals and are very committed in doing our part to stop cruelty to animals anywhere in the world and help whenever and wherever we can. 

“We believe in giving a strong contribution to the animal world through cool and sustainable products well designed for everybody and every day life, giving back on every single product and supporting such causes through tangible projects.”

Miomojo has a new product range launching – what makes this range so special?

“This is the second range we have launched online. The first one, the Limited Edition ‘Miomojo for Animals Asia’, was launched online in Dec 2015 and is still available. It was doubly significant for us as it was the first time we sold our products online.

“This second range – the Ethicool Collection ‘Miomojo for Animals Asia’ is more sophisticated and appealing to a wider audience. It’s cool, it’s chic, it’s vegan, it’s cruelty-free, it’s Italian design and it helps moon bears as 10% of all proceeds go to Animals Asia.

“We’re looking to widen the audience both for us and for Animals Asia by targeting not only vegan animal lovers like ourselves, but everyone who wants to help animals.

“Cruelty-free living doesn’t mean you have to forgo quality designer products at affordable prices. Miomojo let’s animal lovers be stylish. The new range is as sleek and elegant as before but also comes in a new recycled package so the products can be very nice gifts as well.”

Miomojo’s products are ethically produced at every stage of development. What prompted you to take the company in this direction?

“Is there another way? I love nature, I love animals and I definitely did not want to produce further unethical ‘stuff’ that would harm human beings, our planet or the living beings sharing this planet with us.

“I’ve always loved design and beautiful things and believe ‘beauty will save the world’. But there is though no beauty in filthy, abusive and ‘cruelty-full’ processes.

“Miomojo are now almost four years young. We’re still working towards being a 100 percent totally sustainable, ecological production, and will continue to do so until we reach that goal.

“Our products are of course all cruelty-free and we will never use materials of animal origin. All Miomojo products are certified and do not contain PVC, carcinogenic dyes, formaldehyde or heavy metals.”

Since the company was founded in 2012, Miomojo has donated a percentage of every product sold to Animals Asia.

With their “you buy, we give” ethos, Miomojo has donated over $60,000 dollars to the fight against bear bile farming.

You can buy the new Ethicool Collection “Miomojo for Animals Asia” here.

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