Great news for cruelty-free fashion lovers! Forever New is the latest major company to drop mohair after a PETA Asia investigation exposed animal abuse in the industry.
In an e-mail, the Australian global fashion giant – which has more than 250 stores in 10 countries as well as an online store that ships internationally – assured PETA that the brand prides itself on taking care in sourcing the materials used in its garments.
“Mohair does not meet our requirements,” it stated, confirming a ban on the material, effective immediately.
The policy extends to the company’s Ever New stores in Melbourne and Canada.
Forever New joins more than 280 brands worldwide, including ASOS, Gorman, H&M, Zara, and Topshop, that have pledged not to sell cruelly obtained mohair.
All these companies made the compassionate decision in response to PETA Asia’s eyewitness investigation of the mohair industry in South Africa, which is the source of more than 50 per cent of the world’s mohair.
The exposé revealed that hasty shearers – who are paid by volume, not by the hour – left angora goats with gaping wounds. Workers then roughly stitched the animals up without giving them any pain relief. The eyewitness saw one worker slowly cut goats’ throats with a dull knife while they were fully conscious and then break their necks, hacking one animal’s head off. Others were hauled to an abattoir, where they were electrically shocked, hung upside down, and slashed across the throat.
What You Can Do
No company should ever support an industry that makes gentle goats cry out in fear and pain as they’re shorn for sweaters and scarves. Take action: urge Free People to ban mohair now.