PETA has bought its way into two major clothing companies: Boohoo and Levi’s. The animal rights organisation intends to pressure management and put animal welfare on the agenda.
Animal abuse
The Boohoo purchase came as a response when the chain took back its promise to stop using wool within a matter of hours. PETA says wool production is bad for the environment and leads to the systematic abuse of sheep, especially during shearing. Boohoo sells apparel under its own name, but also owns PrettyLittleThing and Nasty Gal.
PETA has also bought its way into Levi’s. The jeans manufacturer entered the stock market last week and the animal rights organisation used that opportunity to acquire enough shares to influence the agenda of the board meetings. The trademark labels on the back of Levi’s jeans are made of cow skin; PETA insists they be replaced by a more animal-friendly alternative. “Cows are beaten, slaughtered and skinned for a completely non-functional purpose,” claims PETA’s chairwoman Ingrid Newkirk.
Tried and true tactic
The idea of buying stock in a targeted company is nothing new for PETA. In 2015, the organisation applied the same tactic to force French luxury brand Hermés to stop using exotic animal skins. Shortly before, an undercover report had revealed the cruel practices in a crocodile farm. In 2016, PETA bought Prada stock to indict the use of ostrich skin. A year later, Canada Goose was targeted for the use of fur and down.
It’s hard to gauge what PETA’s actions actually achieve. The companies in question haven’t been striken from the list of animal-abusive manufacturers, even though they claim to be more attentive to animal welfare. Due to the media attention given to these cases, the organisation has created more awareness among the public and so indirectly, it puts a lot of pressure on clothing companies.
