London, United Kingdom - July 16, 2024

In a bold protest, PETA U.K. supporters stormed Burberry's annual meeting to shine a spotlight on the harsh realities of the cashmere industry. Brandishing signs declaring "Burberry: Cashmere Is Bloody Cruel," activists passionately chanted "Shame on Burberry! Cashmere is cruel!" until security intervened and escorted them out.

PETA U.K.'s Vice President of Corporate Projects, Yvonne Taylor, passionately stated, "Each fiber of a cashmere scarf represents the agony of terrified goats whose hair is violently ripped out for fashion. PETA urges Burberry's new CEO, Joshua Schulman, to confront this cruelty and phase out cashmere immediately."

Investigations by PETA into cashmere farms in China and Mongolia, some linked to Burberry, uncovered disturbing practices. Goats endured agonizing procedures as workers forcibly sheared them, causing injuries including torn skin and bleeding wounds. Those no longer profitable were brutally slaughtered in front of their peers.

Burberry, acknowledging the environmental impact of cashmere, faces mounting pressure to shift towards sustainable alternatives like plant-based wools and vegan leather. PETA's ongoing efforts seek to compel the fashion giant towards cruelty-free practices amid growing consumer awareness and ethical scrutiny.