This is an industry wide initiative with various objectives including: •    Defending leather against unwarranted attacks from special interest NGO's •    Highlighting the natural beauty of and uses of leather •    Educating the buying public, designers and youth about leather and the leather industry Leather Naturally! covers the whole supply chain from meat packers to tanners, manufacturers and retail brands. APLF has been involved with the global leather industry since 1984 when its first fair was held in Hong Kong. After 27 years of serving the industry and being part of it APLF is pleased to announce that it will be sponsoring the Leather Naturally! initiative along with other key players. Our aim is to contribute to defend and promote leather as a sustainable material for both practical and fashion usage, and defend the industry against negative publicity. www.leathernaturally.org