PETA US has become Boohoo Group's latest shareholder so that its representatives can attend the annual general meeting later this year, speak to other shareholders and executives, and call for the retailer to commit to finally banning wool.
The move is part of PETA's and its international affiliates' campaigns urging the global retailer to stand by its original 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, we will not knowingly source any wool products" but has since gone back on this promise.
PETA Australia outreach and partnerships liaison Emily Rice said it was time for Boohoo Group to stand by its promise.
"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.
"As a shareholder, PETA US will be able to push the retailer's management to do the responsible thing for shareholders and animals alike by showing that no jumper or scarf is worth kicking, punching, and killing gentle sheep on the shearing floor."
Since 2014, PETA and its international affiliates have released 11 exposés of 99 wool industry facilities on four continents and systemic abuse was found in every one.
The animal rights organisation has also noted the impacts the wool industry has on the environment
The "Pulse of the Fashion Industry" report ranks wool fifth on its list of materials that have the highest cradle-to-gate environmental impact per kilogram.