PETA’ and Alicia Silverstone have taken on the wool industry is the new enemy. A blog post announcing Silverstone’s new ad states, “The gentle animals are often beaten, kicked, and mutilated so that their wool can be made into sweaters, coats, scarves, gloves, and boots.
Wool in general has not been thought about…the biggest thing people say to me is, Oh, but they just shear the sheep, they don’t kill the sheep. It’s not like that, it’s on the slaughterhouse floor where there’s a conveyor belt and it’s just so fast, the shearing process, that they get cut, they get harmed and they’re seriously wounded and there’s no care for them when they’re wounded. It’s just move on to the next. These are creatures that, to the people who are doing this, are just objects.
Used as an awareness campaign to fight for the more humane treatment of sheep during the shearing process this would be a great campaign. But PETA stops short of that only saying “don’t wear wool” and “wear vegan” without any real alternatives.