Limited Brands Pedges No Cruelly Obtained Australian Wool

April 2005

Columbus-based retail giant, Limited Brands, which operates more than 3,775 stores under The Limited, Express, Henri Bendel, Victoria’s Secret and other major names, has shunned cruelly obtained Australian merino wool.

After PETA showed Limited Brand’s vice president of external communications, Anthony Hebron, video footage of Australian lambs being partially skinned alive during a procedure called mulesing and sheep suffering by the tens of thousands onboard multitiered death ships bound for slaughter in the Middle East, the company pledged that it “will not knowingly sell products which contain Australian merino wool until the practice of mulesing and live exporting end.” With 2005 sales exceeding $9.4 billion, Limited Brands’ decision sends a powerful message to the Australian wool industry that cruelty to animals will not be tolerated.

Read more about the wool industry.

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“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind