# Luxury Vegan Knitwear Knitwear Brand Behind 'Harry Potter,' Lochaven of Scotland, is Now Vegan By Grace Mahas | Published 2019-07-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/lochaven-of-scotland References: [plantbasednews.org](https://www.plantbasednews.org/post/knitwear-brand-harry-potter-uniforms-ditches-cashmere-vegan-clothes) & [lochaveninternational](https://www.lochaveninternational.com/) Lochaven of Scotland, the knitwear brand that was responsible for creating the majority of costumes worn by the cast of 'Harry Potter,' has recently announced its commitment to using only [vegan materials](https://www.trendhunter.com/trends/fw25-vegan-leather). This launch was prompted by disturbing footage released by vegan activist group [PETA](https://www.trendhunter.com/trends/biodegradable-leather-alternative), which showed cruel sheep practices that are said to be commonplace in Chinese and Mongolian cashmere farms. In addition, the cashmere has "the highest environmental impact of any animal-derived fiber." Some alternatives the company is considering using include hemp, bamboo, viscose, Tencel, and soy cashmere. Lochaven of Scotland also announced it will reduce its wool content for popular items and is set to launch a popular vegan Japanese product line. As more consumers demand cruelty-free products, more companies, like Lochaven of Scotland, are bridging the gap to introduce high-quality, vegan products. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 15% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Vegan Fashion:** There is a growing trend towards using vegan materials in fashion products to meet the increasing demand for cruelty-free products. - **Sustainability:** Companies are exploring more sustainable alternatives to high-impact materials traditionally used in fashion to reduce their environmental footprint. - **Japanese Vegan Fashion:** Lochaven of Scotland's announcement to launch a vegan Japanese product line points towards an emerging trend for Japanese fashion to explore cruelty-free alternatives to traditional materials. ### Industries Being Reshaped - **Fashion and Apparel:** Fashion companies have the opportunity to meet the increasing demand for cruelty-free products by exploring vegan materials and more sustainable alternatives in their production process. - **Textile Manufacturing:** Textile manufacturers have the opportunity to explore new, sustainable materials as a response to the growing demand for cruelty-free products in the fashion industry. - **Japanese Fashion:** The Japanese fashion industry can explore the use of vegan materials as an innovative way to attract a growing market of consumers who are looking for cruelty-free alternatives to traditional materials. ## Related on Trend Hunter - [Lab-Grown Fibre Scarves](https://www.trendhunter.com/trends/burberry-b-shield-scarf.md) - [Ethical Merino Wool Clothing](https://www.trendhunter.com/trends/knit-kite-jacket.md) - [Vegan Leather Collection Launches](https://www.trendhunter.com/trends/fw25-vegan-leather.md) - [Sustainable Cashmere Apparel Collections](https://www.trendhunter.com/trends/reformations-cashmere-collection.md) - [PETA-Approved Leather Alternatives](https://www.trendhunter.com/trends/biodegradable-leather-alternative.md) - [Camel Hair-Made Sustainable Materials](https://www.trendhunter.com/trends/cameluxe.md) - [Sustainable Fashion Apparel](https://www.trendhunter.com/trends/clara-cashmere-cardigan.md) - [Sustainable Knitwear Ranges](https://www.trendhunter.com/trends/native-regenerative-wool.md) - [Elevated Essential Knitwear](https://www.trendhunter.com/trends/ravella.md)