The Leather Naturally initiative is aimed to highlight the natural beauty of leather and more importantly educate the buying public, designers and youth about leather and the leather industry. The whole industry from meat packers to tanners, manufacturers and retail brands are joining forces and throwing its weight into Leather Naturally, an initiative very much inspired by industry wide operations. The positive aspects of leather such as it being sustainable material with natural elegance have to be promoted while defending it against unchallenged reports designed to prejudice its image.