Goats’ Town Takeover in North Wales Prompts Anti-Cashmere Ad Blitz

For Immediate Release:

30 April 2020


Sascha Camilli +44 (0) 20 7923 6244; [email protected]


After People Go Gaga for Goats, PETA Aims to Post Ad Blitz Highlighting Cashmere Industry Cruelty

Llandudno, Wales – Inspired by the widespread delight of Llandudno locals when a tribe of mountain goats casually strolled through the deserted coastal town, PETA is planning to post an ad blitz on local bus shelters (mock-up below) once the COVID-19 lockdown is lifted. The image aims to remind locals that goats are sensitive, clever individuals with unique personalities – and points out that a great way to help them is to refuse to buy cashmere.


A high-res image is available here 

“Goats are intelligent, sensitive animals who don’t deserve to suffer for cashmere jumpers and scarves,” says PETA Director Elisa Allen. “PETA is asking people to make the connection between cashmere and the suffering of these animals  and to leave cruelly produced items on the shelf.” 

PETA Asia video investigation into the cashmere industry showed workers holding down frightened goats who cried out in pain as their legs were twisted and their hair torn out with sharp metal combs. Many goats who were left bloody from the hair-removal process received no pain relief or veterinary care. Cashmere also has the highest environmental impact of any animal-derived fibre. Goats have voracious appetites, and because they consume the roots of plants (which prevents regrowth), fragile grasslands are turning into deserts, causing dangerous pollution.

PETA notes that warm, stylish, vegan alternatives – including bamboo, Tencel, hemp, modal, viscose, organic cotton, and soya cashmere (which is a waste by-product of the production of soya foods) – are widely available.

PETA – whose motto reads, in part, that “animals are not ours to wear” – opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org.uk.