Joaquin Phoenix Billboard Set to Make a Bang at New York Fashion Week: Men’s

Award-Winning Actor, Rattled by the Extreme Cruelty of Sheep Shearing, Appears in Massive PETA Ad in the Heart of New York City

For Immediate Release:
February 2, 2018

Audrey Shircliff 202-483-7382

New York – Just ahead of New York Fashion Week: Men’s, PETA has placed a massive billboard featuring Joaquin Phoenix at 433 W. 30th St., near the intersection of 30th Street and Ninth Avenue in Greenwich Village, just around the corner from where the shows will take place. The striking ad, which features the Golden Globe–winning actor wearing a vegan wool suit by Brave GentleMan and proclaims, “Cruelty Doesn’t Suit Me. Wool Hurts. Wear Vegan,” is located within a mile of the Fashion Institute of Technology, Parsons School of Design, and the New York School of Design.

In a rare interview, Phoenix reveals that his motivation for doing the ad grew out of a video wake-up call. “When PETA sent me that video of this undercover investigation of what happened in these shearing farms, that was really eye-opening,” he says. “[T]he whole environment—it’s incredibly [violent]. … [T]he only option is to not use wool. That’s become abundantly clear.”

PETA—whose motto reads, in part, that “animals are not ours to wear”—has repeatedly exposed extreme cruelty to sheep in the wool industry. Workers, who are paid by the number of animals they shear, were caught punching, kicking, and stomping on the animals, some of whom died from the abuse. When they’re no longer profitable to the wool industry, they’re slaughtered.

Phoenix is part of a long list of celebrities—including Jhené Aiko, Taraji P. Henson, Eva Mendes, Alicia Silverstone, and many others—who have teamed up with PETA to promote kinder wardrobe choices.

A provocative PETA billboard featuring Silverstone baring her bottom graced New York City and Portland, Oregon, last fall.

For more information, please visit

For Media: Contact PETA's
Media Response Team.


Get PETA Updates

Stay up to date on the latest vegan trends and get breaking animal rights news delivered straight to your inbox!

By submitting this form, you’re acknowledging that you have read and agree to our privacy policy and agree to receive e-mails from us.

 Ingrid E. Newkirk

“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