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LONDON - New UK guidelines on vegan fashion have been drawn up to prevent manufacturers from claiming their products are 'sustainable' solely on the grounds they do not contain animal products.

The guidelines, drawn up by the British Retail Consortium (BRC), the trade body for stores and online sellers, also aim to ensure that fashion items sold as 'vegan' are 100 per cent animal free.

They come at a time of unprecedented demand for vegan clothing and footwear from consumers who have been contacting the BRC for advice on sourcing products that are genuinely free of animal products.

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