For Immediate Release:
14 December 2016

Actor Asks Shoppers to Leave Wool out of Their Wardrobe

Sydney – After watching shocking footage of sheep being abused in Australian shearing sheds, Joaquin Phoenix has pledged never again to wear wool. In a new PETA US ad, he wears a Brave GentleMan vegan wool suit alongside rescued sheep and proclaims, “Cruelty Doesn’t Suit Me. Please Leave Wool out of Your Wardrobe”. The ad, available here, was revealed yesterday on a billboard in Los Angeles, just in time for Christmas shoppers to see it.

“When PETA sent me that video of this undercover investigation of what happened… that was really eye-opening”, Phoenix explains in an exclusive video interview with PETA US. “After seeing this footage, it’s pretty undeniable that it’s a trade that I certainly don’t feel comfortable being involved in anymore. There are alternatives that they could use that are cruelty-free but still stylish.”

The ad comes just days after a landmark case for Australian courts in which a shearer pleaded guilty to cruelty to animals. The four counts of the charge against the Lucindale man followed the release of a PETA US exposé which documented that Australian wool industry workers beat scared sheep in the face with electric clippers and punched and stamped on their heads and necks. Five other shearers have also been charged and are scheduled to face court next year.

PETA Australia – whose motto reads, in part, that “animals are not ours to wear” – encourages consumers to choose materials that are not derived from appalling suffering.

For more information about the cruelty of the wool industry, please visit