Earlier this morning it was revealed that Burberry was officially reviewing its use of fur within its products and now, several major high street retailers are taking a similar stand.
Mohair — known for its incredible softness — is produced using the hair of Angora goats and PETA recently revealed video footage of these goats being severely mistreated at dozens of farms in South Africa where more than half of the world’s supply of mohair comes from. The graphic video prompted the necessary response from the high street brands.
H&M spokesperson, Helena Johansson, told The Washington Post, “The supply chain for mohair production is challenging to control — a credible standard does not exist — therefore we have decided to ban mohair fibre from our assortment by 2020 at the latest.”
Dan Paden, the Director of Evidence Analysis at PETA, told the site, “What’s ultimately going to keep more goats from going through this is when retailers pull their support for the industry, and informed consumers leave the mohair products on the shelves and buy something else that doesn’t have as much cruelty woven into it.”
The move follows a huge surge in international brands opting for sustainable and ethical practices in textile production following increased demand from the consumer.