Columbia Sportswear apparel brand has announced a ban on alpaca wool following the efforts towards animal rights organization, PETA.

The ban is enforced across Columbia’s entire brand portfolio and will ensure PrAna, Mountain Hardwear and Sorel to adopt alternative materials. Tracy Reiman, PETA’s Executive Vice President stated that Columbia sportswear’s decision would go a long way in helping the prevention of vulnerable alpacas from being abused.

Columbia joins Next, Ted Baker, Matalan and New Look in banning alpaca wool from their apparel collections. PETA’s exposé on the cruelty pursued in alpaca farms have forced brands to rethink their ethical values and influence a ban across the brand. 

The investigative report conducted in Peru contains footage of these animals being slammed onto the tables, tied up and in many cases are left to bleed after their wool is extracted, leaving the animal in immense fear and pain.

In the fashion industry, PETA is known for purchasing minimum shares to gain a seat at the annual meeting in order to influence leading executives to follow and purchase cruelty-free materials without harming animals.

Reiman said that PETA is not only influencing brands but also consumers from buying animal-based products. They have asked consumers to leave the alpaca item on the rack to promote a cruelty-free society.