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A slew of high street fashion giants have pledged to ditch alpaca wool, in a decision branded ‘compassionate’.

Next, New Look, Matalan, and Ted Baker have all confirmed that they will end the use of alpaca in their collections, a decision animal advocacy charity PETA notes follows the release of its exposé into Mallkini – the world’s largest privately-owned alpaca farm in Peru.

‘Affect us profoundly’

In addition, PETA says, River Island, Hunter, and Barbour have confirmed they already prohibited the use of the material, alongside brands including Marks & Spencer and Esprit, who had already pledged to ditch alpaca following the release of the investigation.

Earlier this year, Michell, which owns the facility in Mallkini, released a statement following PETA’s investigation, saying: “The shocking images transmitted in the video undoubtedly show excesses that we deeply deplore and affect us profoundly. They have clearly been edited and show unacceptable mistreatment practices carried out by negligent shearers.”

It concludes: “We want to reiterate our commitment to continue striving to improve our animal welfare, to work for a healthier environment, to provide the best products and services to all of you, to take care of our collaborators, and to contribute to our community, always in an honest and transparent manner.”

Alpaca farming exposé

PETA says video footage from the investigation shows ‘workers held struggling, crying alpacas by the ears as they were roughly shorn with electric clippers, causing some to vomit out of fear. The quick, rough shearing left the animals with deep wounds, which were sewn up without adequate pain relief’.

“Consumers today want nothing to do with materials that animals were tormented for,” said PETA director of corporate projects Yvonne Taylor.

“We urge all retailers to stand up for vulnerable alpacas by following these companies’ compassionate example and introducing a ban on this cruelly obtained material.”