Photos/Video: PETA Protester ‘Shorn’ in Front of Urban Outfitters

Photos: PETA Protester ‘Shorn’ in Front of Urban Outfitters

Group Urges Company to Cut Ties With Cruel Wool

London – Today, a PETA supporter dressed as a “bloodied and bruised” sheep was “shorn” in front of Urban Outfitters’ flagship store in Oxford Street. With the message “Wool Hurts, Wear Vegan”, PETA is demanding that the brand’s owner, Urban Outfitters Inc – which also owns Anthropologie and Free People – drop wool from its collections.

Urban Outfitters Inc doesn’t sell fur, exotic skins, or angora – and in 2020, PETA US became a company shareholder in order to push it to adopt additional animal-friendly policies. This protest is part of a Week of Action by PETA entities who will call on the company to add wool to the list of cruelly produced materials banned from their ranges.

Photos from the action are available here. Video is available here and here.

“Every wool garment on Urban Outfitters’ racks is a product of violence, torment, and fear,” says PETA Vice President Elisa Allen. “Today, PETA is calling on the company to stay true to its values of ethics and sustainability, extend its compassion to sheep, and stop selling wool.”

PETA entities have released dozens of videos revealing that during shearing, workers hit, kick, and mutilate sheep for their wool. Footage from a PETA Asia investigation into the wool industry in Scotland documented that farmers struck terrified sheep in the face and shearers slammed their heads into floors, stamped and stood on their necks, and threw them off shearing trailers. The video footage prompted the Scottish SPCA to open an investigation and resulted in a farmer pleading guilty to cruelty to animals.

A new PETA Australia website,, reveals the truth behind the trade, including cruelty to animals and environmental destruction, and highlights the vegan materials that can replace wool.

PETA – whose motto reads, in part, that “animals are not ours to wear” – opposes speciesism, a human-supremacist worldview. For more information, please visit or follow the group on FacebookTwitter, or Instagram.


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