Forever New has banned the use of mohair in its collections, joining the likes of Topshop, Gorman and Asos.

A recent PETA Asia investigation of the mohair industry in South Africa has prompted dozens of top international retailers to ban the material.

South Africa is the source of 50% of the world's mohair.

The ban will be enforced across all ranges and stores, with Forever New operating more than 250 retail locations.

"Mohair does not meet our requirements," the company said in a statement to PETA.

The PETA exposé is the first of its kind and encompasses 12 farms visited in January and February of this year.

It shows workers dragging goats by the horns and legs and lifting them off the floor by the tail, which could break their spines.

Goat kids who were being shorn for the first time cried out in fear. Afterwards, workers threw them across the floor.

In August, South Africa's National Council of SPCAs filed cruelty-to-animals charges against four angora goat farmers based on PETA Asia's evidence.

The national police force is investigating the farmers – as well as shearers and other farmworkers.

PETA spokesperson Emily Rice praised Forever New for banning the fibre.

"Forever New recognises that no jumper or scarf is worth the blood, fear, and cries of gentle baby goats – and all other retailers should, too.

"PETA is reminding shoppers to check clothing labels carefully and to leave any item with mohair in it on the rack."

PETA – whose motto reads, in part, that "animals are not ours to wear" – notes that many goats' sensitive ears were mutilated with tattoo pliers, which left them screaming in pain. Shearers – who are paid by volume, not by the hour – worked quickly and carelessly, leaving goats cut up and bleeding. Workers roughly stitched them up without giving them any pain relief.

According to PETA, farmers admitted that after shearing, many goats die from exposure to the cold wind and rain.

The organisation claimed 40,000 reportedly died from exposure across South Africa in just one weekend.

Agonising deaths, mutilation, a lack of pain medication and carelessness were also claims levelled against the industry.

Forever New's policy extends to its Ever New stores in Melbourne and Canada.

It joined nearly 300 other major retailers worldwide – including Gap, H&M, Topshop, Gorman, ASOS, UNIQLO, and Esprit – that have banned mohair in response to PETA Asia's investigation.

comments powered by Disqus