Brad Pitt’s ‘God’s True Cashmere’ Removes Misleading Claims After Cease and Desist From PETA

For Immediate Release:
July 25, 2024

Contact:
Moira Colley 202-483-7382

Following outreach and a cease and desist letter from PETA, God’s True Cashmere—a brand cofounded by Brad Pitt—has removed misleading and false claims about goats’ welfare from its website.

PETA’s letter pointed out that in the cashmere industry, workers crudely castrate goats, pin the animals down, and roughly rip out their hair with sharp metal combs—often tearing off pieces of their skin and leaving them bleeding. Then, they’re violently killed in slaughterhouses. God’s True Cashmere has since stopped claiming that its products are “lovingly crafted for [goats’] well-being” and no longer touts that its suppliers are certified by the Responsible Wool Standard—which, PETA noted, doesn’t even cover cashmere production. The company has until August 1 to remove the misleading claim that its cashmere is “responsibly sourced” from its website before it can expect further action.

“The only way for God’s True Cashmere to live up to its name is to stop selling this cruelly derived material entirely,” says PETA Executive Vice President Tracy Reiman. “PETA is urging the company to sell only vegan knitwear that no animal had to suffer and die for.”

A PETA Asia investigation into cashmere farms in China and Mongolia—which together are responsible for 90% of the world’s cashmere—revealed that terrified goats were pinned to the ground while workers tore out their hair so violently that the animals screamed in pain and sustained bloody cuts. In China, goats deemed no longer profitable were slaughtered after workers hit them over the head with a hammer in an attempt to stun them. In Mongolia, workers dragged them by one leg onto a slaughterhouse floor before slitting their throats.

PETA—whose motto reads, in part, that “animals are not ours to wear”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.