Schuh’s parent company, Genesco, has become the latest firm to ban the use of alpaca fleece in its goods, following an exposé by animal rights organization PETA, revealing the inhumane treatment the animals face during shearing.

The PETA investigation of Mallkini, Peru's biggest privately owned alpaca farm in Peru, found that staff were mistreating the animals while sharing them for wool.

Yvonne Taylor, PETA’s Director of Corporate Projects said Alpacas are predatory animals that are scared of being held down, making the crude shearing procedure even more unpleasant for them. Genesco's humanitarian move, which recognises alpacas as persons rather than accessories, is being applauded by PETA.

According to Peta, Genesco, a footwear and accessories company, has decided to ban fibre from its portfolio of brands, which includes Johnston Murphy, Journeys, and Little Burgundy.

Genesco has already banned the usage of angora and mohair but has now followed in the footsteps of Lands' End, Williams Sonoma, Loft, Uniqlo, Esprit, Ann Taylor, and Marks & Spencer in banning alpaca fleece.