PETA ‘Sheep’ to Protest Urban Outfitters in Milwaukee

Group Posts Ads Slamming Company for Selling Wool, Alpaca, Cashmere, Leather, and Other Animal-Derived Materials

For Immediate Release:
January 8, 2021

Moira Colley 202-473-7382

Milwaukee – On Saturday, PETA supporters in sheep masks will lead a spirited, socially distanced protest outside the Urban Outfitters store at E. Kenilworth Place. Protesters will block the store’s entrance and screen new, gruesome video footage from PETA Asia’s latest investigation into the wool industry in Australia—which produces 88% of the world’s supply used for apparel, including wool sold by Urban Outfitters brands—showing shearers punching sheep and leaving them bleeding from deep wounds.

When:    Saturday, January 9, 1 p.m.

Where:    Urban Outfitters, 1937 E. Kenilworth Pl. (at the intersection with N. Prospect Avenue), Milwaukee

The protest is part of PETA’s new international campaign demanding that all Urban Outfitters, Inc., brands—which include Anthropologie and Free People—stop selling wool and anything else cruelly obtained from animals. It coincides with PETA’s takeover of two city bike stations—including one right in front of the protest site—with ads showing stills of abused animals in the wool, alpaca, and cashmere industries.

“Urban Outfitters brands want to appeal to open-minded and progressive young people, but they’re missing the mark by selling fleece taken from animals who get beat up, cut up, and killed in the process,” says PETA Executive Vice President Tracy Reiman. “Anything forcibly taken from an animal is a product of fear and suffering, and PETA is holding Urban Outfitters to its consumer pledge of sustainability and ethics by calling on the company to sell only vegan materials, which would be easy for it to do because it already stocks them.”

PETA notes that workers hit, kick, and mutilate gentle sheep for their wool; pin down goats and pull their hair out with sharp metal combs, leaving them with bloody wounds at cashmere operations; and make alpacas spit and vomit in fear as they’re shorn.

PETA—whose motto reads, in part, that “animals are not ours to wear” and which opposes speciesism, a human-supremacist worldview—has also protested at other Urban Outfitters brands stores across the country. For more information, please visit or follow the group on TwitterFacebook, or Instagram.

PETA’s ads are on bike stations located at 2165 N. Prospect Ave., right outside an Urban Outfitters store, and at 411 N. Broadway, about a block away from an Anthropologie store.

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