Fashion brands are realizing that there are other ways to produce clothing than by having to exploit animals. Dozens of fashion houses have stopped using fur, Chanel banned fur and exotic animal skins, and Victoria Beckham will no longer use exotic animal skins in their fashion line. Recently, The Boohoo Group decided to stop using wool! They are the parent company of big fashion brands like Boohoo, BoohooMan, Pretty Little Thing, and Nasty Gal.

The Boohoo Group received backlash early this year for having rabbit hair in a product marketed as “faux fur,” but it seems they are really trying to move further away from animal products now. This good news comes as a result of an exposé by PETA in which they filmed footage of shearers striking, hitting, and stomping on sheep. This investigation has clearly led to positive change. A previous PETA exposé on the treatment of angora goats also influenced Lacoste, H&M, Zara, TopShop, Gap, Anthropologie, and Express all to stop using mohair.

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About The Boohoo Group’s decision, PETA says they are “toasting boohoo group’s compassionate, business-savvy decision to scrap wool. Kind shoppers agree that no jumper or scarf is worth kicking, punching, and killing gentle sheep on the shearing floor, and we’re urging other retailers to follow boohoo’s forward-thinking example.”

Given the success of these investigations and exposés, PETA is targeting their next campaign at another fashion giant: Forever 21. Hopefully, more fashion brands follow suit and stop using wool, and eventually all animal materials! For more information on animal exploitation in the fashion industry, check out 5 Worst Ways Animals Are Exploited in the Fashion Industry.

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