Photo Op: Bloodied, Screaming ‘Goat’ to Have Hair Torn Out to Expose Cashmere Industry Cruelty

For Immediate Release:
January 20, 2026

Contact:
Alex Payne 202-483-7382

Shoppers in the French Quarter will be met with a shocking sight outside Urban Outfitters on Wednesday, as a PETA supporter mimicking the look of a bloodied goat will have the hair aggressively torn from their body by a “farmer” while the terrified screams of real goats are broadcast through the street. The action will give passersby a glimpse (and earful) of the real-life cruelty of the cashmere industry, in which frightened goats are pinned down and left with bloody, gaping wounds as workers rapidly and recklessly shear them or tear out their hair with sharp, rake-like metal combs.

“On cashmere farms, we’ve witnessed goats being cut to shreds so their hair can be sold, and when their production slows, they’re slaughtered,” says PETA President Tracy Reiman. “PETA urges everyone to reject cashmere and opt for cozy, luxurious vegan fabrics that leave goats and other animals in peace.”

Where:           Urban Outfitters, 408 N. Peters St., New Orleans

When:             Wednesday, January 21, 12 noon

PETA—whose motto reads, in part, that “animals are not ours to wear”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.