‘NEWE Year. New Wear’: PETA Sheep Seek Wool-Free Resolutions

For Immediate Release:
January 3, 2022

Brooke Rossi 202-483-7382

Vancouver, B.C. – To encourage shoppers to resolve to make kinder purchases in 2022, PETA has plastered downtown bus shelters near wool-selling retailers with the sweet faces of sheep who want to keep their fleece. The images are part of PETA’s new campaign urging people to opt for wool-free winter clothing.

“Once people get the message that sheep are shorn bloody for wool, they’re eager to opt for cozy, animal-free clothing,” says PETA Executive Vice President Tracy Reiman. “PETA is urging everyone to resolve to leave cruelly obtained wool on the rack in 2022 and beyond.”

PETA has released 14 exposés documenting workers’ cruelty to sheep—including punching them in the face and cutting off swaths of their skin—at 117 wool-industry operations on four continents. An apparel-industry sustainability index shows that because of the greenhouse-gas emissions created during wool production, the material has a far greater impact on the climate catastrophe than its vegan counterparts. Eco-friendly vegan clothing options are kinder to sheep and the planet, as they avoid wool-industry pollutants, which contaminate the air, water, and land.

PETA’s ads are located at the following locations:

  • 813 Burrard St. (in front of Arc’teryx and across from lululemon)
  • 748 Burrard St. (next to Victoria’s Secret)
  • 1098 Robson St. (next to Banana Republic and 50 feet from Aritzia)
  • 535 Granville St. (140 feet from Holt Renfrew)

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 or follow the group on Twitter, Facebook, or Instagram.

For Media: Contact PETA's
Media Response Team.


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 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