Mike Ruiz & PETA's Anti-Leather Campaign
Mike Ruiz, celebrity photographer, creative director, TV personality, and animal advocate, is currently the spokesperson for PETA’s anti-leather campaign. PETA (People for the Ethical Treatment of Animals) created this campaign to remind everyone that the slaughter of animals is not necessary to make leather products. Ruiz, alongside PETA, encourages more consumers to shop vegan, to save these beautiful, sentient beings from needless cruelty. In addition to being in the current campaign, he has photographed several PETA campaigns with a long list of celebrity supporters in an effort to inspire more people to shop fashion-forward vegan products.
Image photographed by CiNava
When did you start working with PETA? What caused you to take an interest in this specific organization?
I actually started shooting campaigns as a photographer for PETA several years ago. I’ve always been anti-fur and was eager to find more ways that I could encourage a more ethical approach in the fashion industry.
Being a part of the fashion industry, do you believe that more people in the industry need to be educated about the harmful effects of leather products? How are PETA and other organizations working to educate more people about this issue? If people saw the horrific way animals were raised and brutally tortured for their skins, I guarantee that most of them would stop supporting the use of animal products for fashion. There are so many vegan options these days. Leathers made from fruits like Apple and Pineapple are indistinguishable from cow leather, many of which are produced with a much lower carbon footprint than leather.
What are some of the other organizations you work with?
I’ve supported many animal rescues, shelters, and LGBTQ organizations over the years. I currently work with a wonderful foundation called Stand Up for Pits, which advocates tirelessly for the much maligned, abused, and neglected pit bull type dog. I also support The Ali Forney Center, which is an incredible resource center for homeless LGBTQ youth.
Did working in the fashion industry play a role in your decision to work with PETA? Yes, I see so many designers and celebrities completely disregard the lives of animals. It really makes me sick. As creative director of several fashion/entertainment magazines, I’ve been able to implement an ethical approach to fashion and photography. There is still much to do but I feel that I’m making a difference. It’s also great to see many top luxury designers drop the use of fur and exotic skins, largely in part to the efforts of PETA.
On your Instagram, you’ve shared a 2022 calendar benefitting the Stand Up for Pits Foundation. Can you share more about your work with this organization? I’ve been a huge supporter of SUFP for a few years now. The founder, Rebecca Corry, and I started a campaign called the HOPE CAMPAIGN where I go around the country photographing dogs on death row in hopes of getting them seen and adopted. So far, we’ve had a 100% success rate.
What do you hope viewers learn or take away after seeing your advertisement near Penn Station? I hope that the shock and awe of seeing me 70 feet tall with my skin ripped off will make them understand how brutal and inhumane the use of leather is.
What are some of your favorite brands that sell vegan leather pieces?
Miomojo is one company that I just became aware of that makes many beautiful products out of vegan, fruit-based leathers.
Can you link us with your social media?
@mikeruizone
Article by Kenisha Seth. Contributor, PhotoBook Magazine
Photographer: Danielle Sax
Mike Ruiz wearing Miomojo accessories
MIOMOJO
A vegan Benefit Company based in Bergamo, Italy. Designing cruelty-free accessories made with love, for you, the planet and the animals in mind.
Office of Miomojo.
A personal note from our founder, Claudia Pievani.
Everyone has that defining moment when our intended path crystallizes and becomes so clear. For me, that epiphany occurred in 2012. Having worked for many years in the import-export trade, I longed desperately for greater meaning and purpose and to identity a way to contribute more to society at large. I was earning a good salary and enjoyed all the trappings of success, but still I felt that I was not fulfilling my mission. I wanted to create something bigger than myself that satisfied an unfulfilled demand, but to do it in a way that was ethical and in line with my values. But how?
I’ve always been fascinated by fashion, design and beautiful things, but was growing increasingly frustrated that these products often came at the expense of innocent living beings. Leather has long been the gold standard for luxury handbags, and I wondered if there was a way to achieve this same aesthetic without the suffering. Alternatively, the vegan products I saw on the market generally lacked the quality and strong design standards to gain mass appeal. Thus, I began my personal odyssey to provide cruelty-free, affordable alternatives to my fellow animal lovers, all with an Italian sensibility and style.
There is of course strength in numbers and I knew from the start that I wanted Miomojo to employ a business model where giving back to charitable causes was built firmly into the equation. When I came across the work of Animals Asia and their inspiring efforts rescuing moon bears from the torturous bear bile industry, my resolve to give back was further emboldened and solidified. In traveling to China to Animals Asia’s sanctuary in Chengdu and seeing these brave rescued souls enjoying a second lease on life after decades of exploitation and captivity, I knew I wanted to do all I could to help support the heroes who made this happen. I’m proud to say that over the past 6 years, Miomojo has raised over $200,000 for this incredible organization, and has now extended our support to wonderful charities such as Mercy for Animals and FOUR PAWS, as well as numerous farm sanctuaries around the world.
Through Miomojo I now have that chance to pay it forward and give people a fresh and viable alternative that rivals or exceeds what’s currently produced at the expense of our animal friends. But being simply vegan isn’t enough for me. Then, we committed to relying on recycled materials to mitigate the pernicious impact of fast fashion and further protect our precious environment. By 2022, all of our products will be made from recycled, sustainable materials such as recycled fishing nets, glass, plastic bottles and even innovative new materials like apple waste, cactus leather and coffee grounds.
Apple Skin Bags from Miomojo (Giorgia in Nude and Dalila in Red)
Angelica Cactus Leather Bag from Miomojo
Miomojo represents my Ikigai: that magical point of conjunction between what we love to do (passion), what is natural (vocation) but what also proves useful to the world (mission), without neglecting the necessary economic recognition (profession). Future projects include the creation of shoes line that combines design + respect and affordability. But also, a Miomojo Foundation for animals and - last but not least - a Miomojo rescue center, which will be home to our headquarters, but also a place of peace for rescued animals, as well as an educational center for a kinder future.
Today we are happy to see that even the most renowned luxury brands are introducing articles made from innovative materials. The very concept of luxury consumption is evolving, in favor of a new, more conscious luxury. Now, everyone aspires to products (luxury or not) that have an added value, that can transcend the present moment and connect to something deeper. True sustainability is respect. Respect for humanity, respect for the environment and for animals. Aesthetics and ethics can and must coexist.
Isotta Corn Leather Bag from Miomojo
Mahatma Gandhi once said that “the greatness of a nation can be judged by the way its animals are treated.” There is still so much to learn and so many more ways to improve and optimize, but I am hopeful that Miomojo can help usher in a greater level of compassion and consciousness in Italy and the world at large. I’m excited to continue growing along the way and thank you for taking in consideration to be a vital part of this journey with me!
Website: https://www.miomojo.com/
Instagram: @miomojo_italia
