Kanpur, Feb 16 (IANSlife): Kanpur-based company Kanpur Flowercycling Pvt Ltd recently won the People for the Ethical Treatment of Animals (PETA) India award for Best Innovation in Fashion for its product Fleather -- biodegradable leather made from discarded temple flowers at the Lakme Fashion Week Summer/Resort 2020.

The group launched its new pro-vegan fashion campaign highlighting the cruelty of animal leather and starring Bollywood actress Sunny Leone.

"Cows and other animals raised for leather in India are often loaded onto lorries so severely crowded that many animals are injured or die en route to the slaughterhouse. Leather production also generates vast quantities of pollution, and Kanpur's leather tanneries are particularly notorious for discharging toxic waste directly into the Ganges." said Sachin Bangera, Director of celebrity and public relations, PETA India.

"Kanpur Flowercycling shows that leather can be produced without harming animals or the environment. The company also provides local women with employment."