Fashion stores Next, Matalan, New Look and Ted Baker drop alpaca fur after bosses see a cool video of animals being sliced open while they are sheared
- High Street Giants Next up, New Look, Matalan and Ted Baker will ditch alpaca fur
- The chiefs were shown gruesome photographs of animals being shorn and sliced
- The animal rights group PETA conducted an undercover investigation against Malkini
High street dress giants Next, New Look, Matalan and Ted Baker throw away alpaca fur after bosses were shown gruesome footage of animals being shorn and sliced.
Animal rights campaign group PETA conducted an undercover investigation of Malkini, the world's largest private alpaca farm in Peru.
The horrific video shows alpacas crying, dripping blood and throwing up while being roughly shorn with electric hair clippers.
The rough shear leaves deep wounds in the animals, which are then sutured without adequate pain relief.
River Island, Hunter, and Barber have confirmed they have already banned the use of alpaca fiber in their collections.
Animal rights campaign group PETA conducted an undercover investigation into Malkini, the world's largest privately owned alpaca farm, in Peru
The brands join the luxury fashion house Valentino as well as Marks & Spencer and Esprit, all of which have previously committed to stop using the material.
In the meantime, Gap Inc and the H&M Group have severed relationships with Malkini's parent company, the Michell Group.
PETA's undercover investigation took place earlier this year on the Malkini alpaca farm in Peru.
Corporate Projects Director Yvonne Taylor said, “Consumers today don't want to have anything to do with materials that animals were tortured for.
"We urge all retailers to stand up for endangered alpacas by following the compassionate example of these companies and banning this cruelly preserved material."
PETA notes that the production of alpaca fiber is not only causing immense suffering for alpacas, it is also terrible for the planet.
PETA's Yvonne Taylor said: "We urge all retailers to stand up for alpacas by following the compassionate example of these companies and putting a ban on this cruelly preserved material."
The Higg Materials Sustainability Index classified alpaca as the second most harmful material after silk.
It is six times as harmful as polyester and more than four times as harmful as modal, viscose, rayon, lyocell, acrylic and other vegan materials.
In a statement, the Michell Group said: “The shocking images transmitted in the video undoubtedly show excesses that we deeply regret and deeply influence.
'They have clearly been handled and show unacceptable ill-treatment practices carried out by negligent shearers.
& # 39; We want to reaffirm our commitment to continue our efforts to improve our animal welfare, work for a healthier environment, provide you all with the best products and services, care for our people and always contribute to our community to perform in an honest and transparent manner. & # 39;