53 ovis 21 and the animal ethics and welfare an

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5.3 Ovis 21 and the Animal Ethics and Welfare: An Episode According to Gordon and Hill ( 2015 ), People for the Ethical Treatment of Animals (PETA) organization which was founded in 1980 and is well known for its 6 Based on B Corp Web site ( ) and the Savory Institute s Web site ( ) Accessed: 1 Mar 2016. Sustainability in the Textile and Fashion Industries 57
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provocative activism has been one of the most outspoken champions of animal rights over the past three decades. According to Paulins and Hillery 2009 , this organization believes that animals have rights and should not be abused for the sake of fashion. PETA 7 focuses its attention on the four areas in which the largest number of animals suffers the most intensely for the longest periods of time: on factory farms, in the clothing trade, in laboratories, and in the entertainment industry. We also work on a variety of other issues, including cruel killing of rodents, birds, and other pests as well as cruelty to domesticated animals. The organization also works through public education, cruelty investigations, research, animal rescue, legisla- tion, special events, celebrity involvement, and protest campaigns. On August 13, 2015, PETA uploaded on youtube.com a video which shows the cruelty taking place in a farm called Estancia La Librun, that is part of the Ovis 21 network in Argentina and which provides wool to several renowned brands, such as Patagonia and Stella McCartney. On August 13, PETA sent a formal letter to the Of fi ce of Wild Fauna and Protected Areas of Argentina signed by Elisabeth Custalow, lawyer of PETA Foundation. The letter along with video-recorded and photographed evidence requested that research be carried out on the aforemen- tioned Estancia and, if needed, that the pertaining charges be pressed against those in charge. 8 Peta director, Mimi Bekhechi, said: Having witnessed an astounding level of cruelty to sheep in every shearing shed Peta US visited Australia, the US and, now, Argentina, it s high time that companies and consumers ditch real wool. Today, fi nding alternatives to hide, fur and fl eece is easy, and no animal has to suffer when businesses make kind choices (Snowdon 2012 ). Due to PETA s position, 9 the episode became notorious on the media. Some international examples are The Huf fi ngton Post (UK), Women s Wear Daily (WWD) a property of Fairchild Fashion Media, EcoTextiles Magazine (UK), and the Herald Premium (Spain), the Quartz Daily Brief, Women s Wear Daily, and Fashionista. 5.4 The Decision of Various Important Clients On August 12, 2015 ”— a day before PETA uploaded its video on youtube.com, Tessa Byars 10 from Patagonia presented a detailed history of the company s work 7 People for the Ethical Treatment of Animals PETA Source: PETA s Web site Accessed 1 Mar 2016.
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