Millions of lambs are mutilated each year for fashion brands like GAP,
Michael Kors, and Superdry.

Kind, cruelty-free wool exists -- it’s time for the industry giants to
choose compassion over cruelty.

Tell GAP, Michael Kors, Superdry and others: Stop sourcing cruel wool!

[ [link removed] ] Sign now 

   
John,

In pain, starving and unable to move for days, over 10 million baby sheep
in Australia, as young as 2 weeks old, suffer for fashion every year.
These poor lambs have skin around their tails and genitals cut off without
any pain relief -- often an area bigger than the palm of a hand. The
wounds take weeks to heal, get infected and are immensely painful -- a
torturous practice that has long been proven unnecessary.

Some of the biggest household names like H&M, Hugo Boss, and Patagonia
have already made strong commitments to source cruelty-free wool, proving
that it is possible to put animal welfare first. But influential industry
players like GAP, Michael Kors and Superdry, still lag behind --
abandoning compassion for cash.

With our global community of millions, we can build an international
movement to force fashion giants to choose compassion over cruelty to
protect lambs from mutilation and to demand live lamb cutting bans
worldwide:

[ [link removed] ]Tell GAP, Michael Kors, Superdry and others: Choose cruelty-free wool!

Live lamb cutting isn’t necessary. Thousands of farmers have already
ditched the cruel practice, showing that humane, pain-free alternatives
are possible.

Despite this, live lamb cutting exists because wool is the most popular
animal fabric in fashion and over half of global wool comes from
Australian mutilated lambs. And that’s why the Australian industry
u-turned on their decision to phase it out more than 20 years ago --
putting profit over animal welfare.

But public pressure can save millions of lambs from mutilation. Many
producers are already phasing it out, while more than 140 global brands
have signed a letter to the Australian wool industry to end the practice
by 2030. Today, we can make big players of the industry choose compassion
over cruelty:

[ [link removed] ]Tell GAP, Michael Kors, Superdry and others: Choose cruelty-free wool
and save innocent lambs from mutilation!.

We know our pressure works -- just last year, we forced global tourism
giant TUI to introduce a ban on shark-fin transportation on their planes.
Today, we can win again -- and ensure no more baby sheep will suffer for
fashion.



[ [link removed] ] Sign now 



Thanks for all that you do,
Ildem and the team at Ekō


More information:

[ [link removed] ][PDF] Behind the Wool: Transparency on Live Lamb Cutting in Fashion
Four Paws 14 October 2025

[ [link removed] ]Sheep Mulesing
RSPCA Australia 01 January 2025

 

 

Ekō is a worldwide movement of people like you, working together to hold corporations accountable for their actions and forge a new, sustainable path for our global economy.

Please help keep Ekō strong by chipping in $3. [link removed]