Consumers Left in the Dark
Two out of three fashion brands fail to address wool’s biggest cruelty issue
The fashion industry is facing a reckoning – not just on sustainability, but on animal welfare.
A new FOUR PAWS report, 'Behind the Wool: Transparency on Live Lamb Cutting in Fashion', reveals a troubling truth: two out of three fashion brands fail to address one of the wool industry's most brutal practices – live lamb cutting (LLC; also known as mulesing).
This means that most consumers are unaware that their wool products may be associated with significant animal suffering.
What is Live Lamb Cutting?
Live lamb cutting is a painful mutilation procedure still legally practised in Australia – the world’s largest wool exporter.
Lambs as young as two weeks are restrained and have skin and flesh around their tail and genitals cut off with shears, without adequate pain relief. The pain lasts for days, with wounds that take weeks to heal, and many don’t survive.
This outdated practice stems from poor breeding choices that make Merino sheep vulnerable to flystrike, a condition that can be prevented through humane alternatives.
Yet, despite viable solutions, ten million lambs endure this suffering every year, equivalent to roughly one lamb every three seconds.
An international independent survey conducted in 2024 revealed that 80% of adults want brands to phase out live lamb cutting once they learn what this cruel and unnecessary mutilation practice involves.
But can they make informed choices based on what brands disclose today?
Transparency: A Missing Piece
The report, which assessed over 100 fashion brands across 11 countries, found that:
- 67% of brands fail to disclose how they address LLC in their sourcing policies, product labelling, or both.
- While 84% of brands publicly oppose LLC, only 33% provide certification information at the point of sale.
- Even among those brands (19%) that exclusively use certified, LLC-free wool, only half clearly communicate this to consumers.
This gap between policy and practice leaves shoppers in the dark and undermines efforts to drive change through informed purchasing.
Leading the way in transparency are outdoor brands like Patagonia (USA), Ortovox (Germany), and Arc'teryx (Canada), as well as mid-range streetwear brand COS (Sweden) and German retailer Tchibo.
These companies demonstrate that ethical sourcing and clear labelling are possible.
Transparency lags behind ambition
Dialogue Drives Change
Encouragingly, the report shows that dialogue works and change is possible.
After being contacted by FOUR PAWS, 25% of brands took immediate concrete steps to improve their transparency.
Eight brands, including H&M, Jack Wolfskin, and Marc O’Polo, now exclusively use certified LLC-free wool.
Eleven others, such as Barbour and Peek & Cloppenburg Düsseldorf, have committed to phasing it out by 2030.
Nine brands have improved their product labelling to better inform consumers, and 14 have signed an open letter to call on the Australian wool industry to phase out LLC in favour of pain-free alternatives by 2030 (now signed by over 140 brands globally!).
This progress highlights the power of collaboration and accountability: when brands engage in meaningful dialogue, animals and consumers win.
Michael Kors: A Case Study in Missed Opportunity
At the other end of the spectrum is luxury brand Michael Kors, which received zero points in the FOUR PAWS ranking.
Despite operating over 1,000 stores globally and generating more than $3 billion in annual revenue, the brand has:
- no public policy on live lamb cutting (LLC),
- no product-level disclosure,
- and has not responded to outreach.
Given that over half of global apparel wool involves LLC, brands like Michael Kors face increasing reputational risk and scrutiny from consumers and stakeholders if they fail to act transparently.
FOUR PAWS is now mobilising animal advocates and fashion-conscious consumers to urge Michael Kors to take responsibility and commit to sourcing certified, LLC-free wool.
Protecting lambs is not a luxury. It is a responsibility. And you can help!
Tell Michael Kors to Protect Lambs by sending them an email today. Want to learn more about the issue and campaign? Read here.
Market Momentum for Kindness
The call for wool free from live lamb cutting (LLC) is not just coming from NGOs – it’s echoing across the industry. At the Nanjing Wool Market Conference in China in September 2025, and before that at the International Wool Textile Congress in France, stakeholders urged Australian producers to increase supply of certified LLC-free wool.
In a promising move, key Australian industry bodies – including the Australian Council of Wool Exporters and Processors (ACWEP), the National Council of Wool Selling Brokers of Australia (NCWSBA), and Wool Producers Australia (WPA) – jointly called for a national strategy to tackle LLC. However, concrete steps have yet to be announced.
In the face of lacking leadership and meaningful actions FOUR PAWS is calling on the Australian government to ban LLC and align with global market expectations.
Why Transparency Matters
Consumers increasingly want to make ethical choices. Brands have a responsibility to enable them.
Transparency is not just a nice-to-have – it’s a must. When brands fail to disclose sourcing practices, they deny consumers the ability to align their purchases with their values of supporting animal welfare.
Fashion free from live lamb cutting isn’t just the future – it’s what consumers are demanding today. And it’s smart business.
A recent study has shown that:
- nearly 80% of consumers are frustrated by greenwashing;
- almost half abandon products because of confusing marketing claims;
- And many would stop buying from a brand or even warn friends if they felt misled.
Transparency isn’t optional anymore – it’s the foundation of sustainable business.
Final Thoughts
The fashion industry has made strides in sustainability – but animal welfare must be part of that journey.
Brands that take a stand against LLC and commit to transparency are not only protecting animals – they’re empowering consumers and shaping a more compassionate future.
To all fashion brands: the time to act is now.
Commit to certified LLC-free wool or alternatives. Label your products clearly. And give consumers the ethical choices they deserve.
If you are a textiles professional and you want advice on animal welfare look at our industry materials and for questions and advice reach out to: wearitkind@four-paws.org
