Jona Weinhofen: ‘Here’s the Rest of Your Wool Coat’

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Jona Weinhofen, the lead guitarist from I Killed the Prom Queen, may look like the typical bad boy, but he’s definitely a good guy when it comes to animals. The Australian metalcore musician stars in a brand-new ad campaign which aims to shine a light on the cruelty inflicted on sheep and lambs in the wool industry.

Jona Weinhofen PETA Ad

Jona is also known for his performances with Bring Me the Horizon and Bleeding Through and has been a vegan for 15 years. Ditching wool is important to him: “I choose not to associate with any animal cruelty or animal products, and wool is one of those. . . . I’ve been wearing non-wool products for 15 years, and I’ve found that things like this sweater I’m wearing right now keep me just as warm and cosy as any wool might”.

A video interview with Jona about the ad campaign reveals how sheep suffer for wool. Impatient shearers leave sheep with bloody wounds, and wool producers hack chunks of skin off lambs’ backsides in a crude attempt to prevent maggot infestations. A PETA US international exposé of the wool industry showed how scared sheep are harmed and systemically mistreated in the wool industries in Australia and the US. Watch the full investigation, and join Jona in taking action for sheep:


  • Vanessa Fuchs commented on April 2, 2015 at 4:41 pm

    Please end this madness

  • Hilde Olsen commented on April 2, 2015 at 5:19 pm

    A video interview with Jona about the ad campaign reveals how sheep suffer for wool. Impatient shearers leave sheep with bloody wounds, and wool producers hack chunks of skin off lambs’ backsides in a crude attempt to prevent maggot infestations. A PETA US international exposé of the wool industry showed how scared sheep are harmed and systemically mistreated in the wool industries in Australia and the US. Watch the full investigation, and join Jona in taking action for sheep:

  • rubina commented on April 2, 2015 at 6:32 pm

    Plz stop this cruelty

  • Susan Poorman commented on April 2, 2015 at 6:35 pm

    Please stop this barbaric act.

  • Anne hemmings commented on April 2, 2015 at 8:34 pm

    Keep sharing the truth, until no one can bear it & the misery stops.

    • Carol O commented on February 28, 2016 at 4:36 pm

      the actual truth is that sheep are not normally harmed by shearing (mulesing is different) and it is cruel not to shear. Have you ever heard of heat exhaustion? that’s what they’d die of without shearing.

  • Lisa Parker commented on April 2, 2015 at 9:12 pm

    why do people think it is ok to terrify and mutilate animals, they have a nervous system, that means they feel pain just as we do. Do they not have a consious. I’d like to expose these people.

  • Kellie commented on April 2, 2015 at 9:16 pm


  • mrs maureen kane commented on April 3, 2015 at 9:30 am

    i have not watched the film as I am against cruelty to animals and I can`t watch what so called people do to these poor animals when there is no need. all animal cruelty and testing should be band.if they want to test these products then test it on the people who want them, and see who will come forward not many after all it would HURT AND POSSIBLE HARM THEM so why do it to animals.

  • Dez Williams commented on April 3, 2015 at 4:59 pm

    I grew up in shearing sheds and never saw one like this.. This photo is total bullshit. I have seen sheep with a double fleece from missing annual shearing and they can hardly walk from the weight of the fleece. Sheep are bred to shear. Some are bred to butcher…

    • Luke Harrison commented on April 7, 2015 at 8:41 pm


    • Gene commented on April 10, 2015 at 5:04 am

      Amen, brother. I live in the western US where bands of sheep number in the thousands. This is a total pack of lies.

    • Matt Bouffler commented on April 10, 2015 at 8:34 am

      I’m confused. How can someone who knows anything about shearing or have an educated opinion on this issue possibly know more than someone who once sang baa baa black sheep and now knows everything there is to know about the shearing and wool production industry.

    • Tracy Spenst commented on April 12, 2015 at 3:06 am

      People are truly clueless! I’ve been to many sheep shearings and this is a total lie. They’re so glad to get rid of that coat when it’s gotten so heavy they’re funny to watch! And it allows the lambs to nurse easier as well. To NOT shear them is cruelty! This guy should be ashamed of himself for his lies.

      • patricia parrish commented on April 15, 2015 at 10:36 am

        Shearing properly and carefully – OK.
        Careless shearing and ‘mulesing’ – definitely NOT OK.

        In the UK I’ve seen sheep injured in shearing ‘competitions’ by guys who think it’s macho to shear quickly without a thought for the animal’s wellbeing. I no longer buy Merino wool after seeing what the practice of ‘mulesing’ does to the animal.

    • nichols gagola commented on April 20, 2015 at 9:18 pm

      I just wonder why you feel you have the right to do anything to them, they are living creatures, not machines, I would like to see you take the hair off Mike Tyson, oh, I forgot, farmers can only abuse things that are defenceless, the same as hunters. What happens to sheep in the wild then, do they pop into the local barber once a year or have these sheep been genetically modified to over produce wool, anyway you look at it, it’s cruelty mate.

      • Emily commented on May 5, 2015 at 4:10 pm

        Nichols, some breeds of sheep are hardier than others and are able to lose their wool without the need for shearing, however some sheep are not so lucky and have a completely different kind of fleece that causes this to be unable to happen therefore needing to be shorn. Get your facts straight before attempting to preach about something you know nothing about.

      • Bella Sharpe commented on June 6, 2016 at 1:16 pm

        Sheep as we know them don’t exist in the wild. They have been bred over the centuries to have wool. Wool is no longer profitable and the sheep are only sheared to prevent the sheep being eaten alive by maggots. Also they are not defenceless. farming has one of the highest mortality rates of any profession because they are not defenceless.

  • Robert Berke commented on April 3, 2015 at 5:45 pm

    so i see that there is mothing wrong with taking wool from sheep. As ysual it is the cruel greedy uncaring human a-holes at work again! If you abuse I hope your mother dies! Petiod!

    • Gene commented on April 10, 2015 at 5:03 am

      Friend, if you don’t sheer a wool sheep, the wool keeps growing until it’s a heavy, tangled, matted mess. This post is a total lie, no farmer would permit his expensive and costly sheep to be ripped raw every time they were sheared. This is NOT how it’s done. This is in fact a total fabrication.

  • Wilson Dittrich commented on April 3, 2015 at 7:16 pm

    This is so cruel.

    • People Eating Tasty Animals commented on April 14, 2015 at 10:38 pm

      By the way this is a load of bullshit. Being grown on a farm i know that sheering a sheep is a relief to the sheep as they don’t have to carry the heavy coat around and no farmer in hell would let an expensive animal be torn apart like in the picture (and just so you know that lamb is a replica.)

    • havekipawilltravel commented on April 19, 2015 at 12:06 am

      As a hill-farmer I can assure you that this is an outright lie. Sheep are bred to produce wool that needs removing by shearing. They can’t survive a summer without shearing – they’d be overcome by heat, weighed down by a double coat, dreadlocked and matted until they can’t move, attacked by maggots hiding under all that matted wool (flystrike) and be generally ill and miserable. If a farmer fails to shear their sheep they’re liable to find the RSPCA jumping up and down on them for cruelty.
      Yes I’ve seen the occasional nick when shearing……’s a little like getting an unintentional shaving cut but not drastic and always treated immediately with terramycin spray …….. but this hugely misrepresents the practice of shearing.
      Ultimately sheep are worth considerable money and no farmer in their right mind is going to allow their investment and livelihood to be damaged in the manners described above. It makes no sense.
      Given PETAs unfortunate destruction policies in their shelters I’d think they’d do better to take a look at the thousands of animals they kill rather than bleat about something they clearly know nothing about.

  • Мария Драмова commented on April 3, 2015 at 10:33 pm


  • Mandy commented on April 4, 2015 at 9:00 am

    This is so cruel no thought for the animal.. These people who do this want the same done to them, see how they like it. And for what just to make money.

    • Emmie commented on April 12, 2015 at 12:27 am

      Have you ever had a haircut? That is literally EXACTLY THE SAME as a sheep/lamb being sheered. Though, for sheep, being sheered can be a matter of life or death. Not sheering sheep is causing unnecessary illness and stress to the sheep. You “PETA” people have clearly have never been withing 5 miles of a farm, or for that matter, any animal at all. Idiots, you’re all idiots.

  • Julie Cobb commented on April 6, 2015 at 10:34 am

    Greed is the cause of the pain inflicted on these beautiful , innocent creatures that give us so much.
    The very least you could do is make sure they are not harmed in the process of giving us their coats.
    SHAME on YOU !!!

  • Dan commented on April 8, 2015 at 9:57 pm

    As a wool farmer I am shocked by what has been done to the lamb Jona is holding. I can assure Jona it is not common practice for a sheep to end up looking mauled like the one he is holding. I would have seen perhaps 100,000 sheep shorn in my lifetime and have never seen anything like this. I would like to extend an invitation to Jona to come to my area and tour some farms, see some shearing taking place and explain to him the process of wool producing to help him see how the overwhelming majority of wool is produced humanely and help him make a more informed decision about the wool industry.

    I suspect the lamb being held by Jona is wearing makeup but if it isn’t the person responsible should be prosecuted. Where did he get it from? Was he there just after it was shorn? Would be interesting to know.

    • Rita commented on April 15, 2015 at 5:47 am

      What a great response from Dan. I wonder if Jona has even seen a sheep been shorn. As to other comments about cruelty for money, how much was he paid to hold this fake lamb. I hope he takes up your invitation to your farming area for a proper education on wool production practices.

    • Charlotte commented on April 15, 2015 at 12:46 pm

      The lamb is plastic!!! That makes this fabrication of a story even More silly! How on earth would it be in a farmers best interest to do that!! these “peta” people are short of something to do!!!!!!

  • Joan commented on April 10, 2015 at 4:43 am

    Lmao. I’ve been in the sheep business for over 20 years and I have NEVER come across a shearer who would inflict those kinds of wounds, nor have I met a shepherd who wouldn’t beat the living shit out of anyone who would dare to do such a thing.

  • Shears wife commented on April 10, 2015 at 7:31 am

    I’m all for the ethical treatment of animals but would never support PETA and their irresponsible, misleading and false advertisements designed to scare monger the uneducated. I have grown up on and around farmers/ shearing and even married a shearer and even the worst of their trade would never have a result as you depict in your advert.

  • Rachael commented on April 10, 2015 at 7:50 am

    As a daughter of a sheep farmer I have lived on a property my whole life and never in 20 years have i ever seen anyone mistreat an animal let alone cut an animal this badly during shearing.

    Many people who arent from rural areas or who havent had any prior knowledge of the wool industry wouldn’t understand the reasons behind shearing. Shearing is seen as relief for the animal as the wool that they grow is substantially heavy. The shearing combs that are used to shear the wool are half as sharp as a common razor and the cuts that the sheep incur whilst being shorn would be far less than a bad human shaving cut. They aren’t in pain whilst this happens and the shearers do not intentionally cut them. If there is a slight cu incurred antiseptic treatment is placed on it straight away so that the animal isn’t in pain and doesn’t acquire an infection.

    Everything that is done on an animal farm is for the animals benefit to make sure that its life will be as humane as possible and that it does not have to suffer. Picture this if sheep weren’t shorn there wool would accumulate to between 50-70kg of weight on the sheep’s body in 2 years. The animal wouldn’t be able to move let alone stand up due to the incredible amount of weight in this one fleece.

    Maybe PETA should do actual research before releasing these outrageous advertisements which are based on utter rubbish rather than facts.

  • Natalie commented on April 10, 2015 at 8:14 am

    You’re all idiots. PETA has already been in trouble for the campaign they had using P!nk in regards to ” chopping chunks off lambs backsides”. They were made to pull those ads. Ever seen a sheep with its ass infested with maggots? Now that’s cruel. No different than vaccinating your kids.

  • Lyn commented on April 11, 2015 at 12:32 am

    This is obviously a poor fake! Young lambs aren’t shorn, and even if they were, any injuries would be to the part shorn, – NOT the eyes, muzzle or feet! Nor would the blood be this pretty pink! Australian woolgrowers (who are NEVER ranchers!) know their income comes from healthy, unharmed animals. Why on earth would they tolerate damage like this. Shearers who mistreat sheep are sacked! And sheep MUST be shorn annually, as the wool becomes too heavy for them to move around.
    A very amateurish attempt to shock and to destroy an industry. This gives PETA a very bad name. Go back to mule sing, which is cruel.

  • Becky commented on April 11, 2015 at 2:44 am

    I grew up on a sheep and beef farm in NZ. It is actually cruel to sheep NOT to shear them, as I have seen lone ones that have missed out on sheering get stuck in bogs, unable to get out because of the weight of their wool, stuck in blackberry patches and starve etc. (though luckily we mostly found them in time).

    All the shearers I have dealt with are good and the sheep leave the shed after being shorn happy-and bouncing!-MUCH more lively after being rid of something that gets so hot and heaving in the summer (with time to regrow it for the winter). Occasionally they will get a tiny nick from a shearer in a hurry, but those are like a human getting a paper cut, not like these photos.

    • Carol O commented on February 28, 2016 at 4:31 pm

      That is very true. I had to rescue a very heavy sheep from a bog last year and it was some feat I can tell you. It IS cruel NOT to shear them.

  • Jon commented on April 11, 2015 at 9:12 am

    I’m sorry but this is just wrong!!! First thing that stands out is, lambs don’t get sheared as there isn’t the wool on them! So the image of that guy holding what I can only assume is a fake model of a lamb is very misleading for a start. Secondly, yes lambs do sometimes get there rear ends sheared to prevent maggots, they certainly never remove the skin as you imply, that would just attract flies and make any maggot situation worse! As for “impatient shearers leaving bloody wounds” well, yes in can happen, your cutting the wool off and accidents can happen, usually very minor cuts, however, any group of shearers that made this a regular habit would be sent packing by any farmer I’ve ever met, it’s likely to attract flies maggots ect ect. Your article is very misleading, in fact it’s full of downright inaccuracies and I think you should be asshamed

  • Decafeagle 91 commented on April 11, 2015 at 1:06 pm

    Just a wee reminder to you all to do some research before believing everything you see. Less than 2 minutes of googling pulled up this video of Shearing that (apart from some mild discomfort) does not harm the animal at all.

    Please stop taking everything Peta says as true They’re already know for exaggerating (or in this case straight up lying.

  • frances commented on April 14, 2015 at 10:27 pm

    It makes me sick how people call themselves human it makes me laugh one-day it may stop this cruelty
    When maybe tomorrow let’s hope.

  • frances commented on April 14, 2015 at 10:30 pm

    Stop being so crul

    • Emily commented on April 18, 2015 at 7:41 am

      Its not cruel, its a fake lamb. Lambs don’t get shorn that young anyway as they don’t have wool on them and they are usually sold to abattoirs well before the shearing starts. I live on a farm and we have sheep, none of our sheep are abused.

  • Helen Hildebrand commented on April 14, 2015 at 11:45 pm

    Whilst I am sure there are dedicated farmers who only try to provide the best conditions for their livestock, there are those who view animals as a means of making money, who do not check on the shearers – there has been terrible footage from both Australia and the US showing shocking cruelty imposed on innocent animals – and we have groups like PETA to thank who bring this footage to the masses – and expose those who are simply cruel and ugly individuals.

    • Dan commented on April 15, 2015 at 9:49 pm

      Yeah expose them with fake lambs being held by nobody pop stars?

  • rita uljee commented on April 15, 2015 at 4:23 pm

    when every human should see this picture and read the terrible story ,than and maybe than this would come to an end this horrible sadness for animals.
    It makes me sick to know about it and that`s also the reason for being a vegatarian.

  • Heckford commented on April 16, 2015 at 6:24 am

    Sorry but this video and article are just silly. I am all for a lot of things that PETA stand for. But to have someone preaching about not wearing wool is just plain stupid. You need to accept there is a food/resource chain in this world.

    Of course cruelty needs to end, it needs to be done properly, but that’s a case of identifying the people who do it badly and correcting them or stopping them all together, but not preaching to the rest of the world that they should stop wearing the product.

    PETA has got this all wrong and supporting it just shows that people jump on bandwagons without actually knowing what they are talking about or even caring what it’s about, they just want to sing ‘stop the cruelty’ and hate use it as a reason to hate the world.

    Think before you support!

  • sandra chu commented on April 16, 2015 at 7:07 am

    What kind of people can treat animals in such a horrible way. How can people turn their backs knowING the suffering animals are born into. And lastly, how can someone buy any clothing that an animal lived a life of cruelty for the sake of their fashion. Horrible.

    Rabbit lady

  • esperanza pinto martinez commented on April 16, 2015 at 3:09 pm

    por favor paren ya con esa salvajada

  • GABRIELA VARGAS commented on October 5, 2015 at 5:29 pm


  • karen stephens commented on October 15, 2015 at 6:11 pm

    I think the point has been lost..for a sheeps well being it must be sheered..but in other countries than uk shearing is done on a payment per sheep so I belive shearers try to earn as much as they can in the shearing season..therefore some just get the job done as quick as pos and are not bother about the pain and fear they cause the sheep..and to give sheep pain relieve costs time and it does not happen..the whole suffering of some sheep is so wrong..why carnt it be done without fear and pain for the sheep

  • Carol O commented on February 28, 2016 at 4:27 pm

    I am a huge animal lover but also live in a British hill-farming area and see sheep-shearing every year. Not only do none of our sheep get injured, but they are relieved to get rid of all that wool when the weather turns hot.

    I once had to babysit a poorly ram who was suffering because he couldn’t be sheared and the temperature was in the 90s (unusual temps for the UK I know). Shame we couldn’t get him to a shed but we couldn’t.

    PETA do a great job normally but in this case they are tarring all countries with an Australian brush (or perhaps mulesing shears). Yes, of course mulesing is cruel but shearing is not!

  • Lell commented on April 29, 2016 at 2:17 am

    Peta, posting these incorrect hysterical articles is doing your cause no favours, please make sure your articles are factual and true otherwise you look like you’re joining the loony brigade, its absolute nonsense to suggest shearing sheep is cruel, farmers value their animals generally (yes I know some don’t) and to damage a valuable animal would make no sense. You need to be very careful what you print in your name or you will loose the support of reasonably minded people.

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