01/06/2019
Willow Creative Co is very proud to announce the launch of WoolTruth.com by Animal Liberation Victoria and the campaign promoting it, by Willow.
The wool industry is ethics-washed beyond belief by an industry trying to continue to make profit in a world waking up to the rights of animals.
The wool industry is cruel. The wool industry is intrinsically linked to the production of sheep meat: the wool industry is a slaughter industry.
Even sheep like merinos who are ‘bred for wool’ are considered to be ‘dual-purpose’ by Meat and Livestock Australia, the Woolmark Company and Australian Wool Innovation, as when they are no longer profitable in the wool industry, they are slaughtered and sold as mutton meat.
The industry also practices winter lambing, in which, every year in Australia alone, 10-15 million lambs die in the first 48 hours of their life.
Cruel standard practices like the cutting off of tails, cutting out of testicles and mulesing - the slicing of the skin around the bottom of a sheep, are totally legal under agricultural laws.
Even so called ethical accreditations like the Responsible Wool Standard which support brands such as Country Road, are no better. RWS still allows for the slaughter of sheep, still allows for tail docking and castration.
Find out more at WoolTruth.com, meet rescue babies, and see some ethical and sustainable vegan alternative products - including the organic cotton scarf and knit jumper is wearing!
This campaign image is proudly created by a vegan Willow Creative Co team:
Photographer: Jesper Hede /
Graphic Designer: Helen Koker /
Hair and Make Up: Laura Baldwin /
Direction and model: Emma Hakansson /
Lambies: Ethel and Beatrice (read their stories on the site)
