If you believe that it’s morally wrong to kill or use animals for the benefit of human consumption, that’s a perfectly valid (and fiercely debated) personal moral opinion — but it’s not exactly measurable or even scientific. Sustainable fashion advocates have resisted incorporating animal welfare into their measures because there’s simply no way to quantify it. And what science-y information is out there is either put out by animal rights groups or the fur industry, neither of which can be trusted to be fully unbiased or to tell you the whole truth: One study, which was commissioned by a pair of animal rights organizations , says that a fur coat is worse for the environment; a competing study commissioned by the International Fur Trade Federation says a faux fur coat is worse.