Animal activist organisation PETA has set its sights on fast fashion etailer Boohoo.
The group has urged the brand to stand by its decision to ban wool, in a release titled "Boohoo we're coming for you."
The move comes after recent exposés by the organisation concerning sheep farms in Australia.
Since 2014, PETA and its affiliates have released 11 exposés of 99 sheep-shearing facilities on four continents, with the latest alleging abuse on Australian soil.
PETA outreach liason Emily Rice has urged Boohoo to reverse its ban on wool.
"It's time Boohoo Group proved that it's a real leader in global retail by standing by its compassionate initial decision to ban wool."
The Group – which includes the brands boohoo, boohooMAN, PrettyLittleThing, and Nasty Gal – previously told PETA UK that as of AW19/20 it would not knowingly source any wool products.