Joaquin Phoenix is taking a stand against wool for PETA’s latest campaign.
The 42-year-old actor was outfitted in a maroon wool-alternative suit by vegan brand Brave GentleMan for the new PSA, photographed at The Gentle Barn in Santa Clarita, Calif., which will make its debut on a billboard at the intersection of Fairfax and Beverly Boulevard in Los Angeles. The text reads, “Cruelty doesn’t suit me. Please leave wool out of your wardrobe.”
The usually interview-averse actor also spoke of how the results from PETA’s undercover investigation into abusive shearing practices prompted him to take a stand.
“It was really eye-opening,” said Phoenix of the graphic videos. “I think it’s something we don’t think about a lot…. It’s a trade that I certainly don’t feel comfortable being involved in anymore.” The PETA report also motivated Patagonia and Stella McCartney to sever relationships with certain wool suppliers.
Phoenix continued, “It’s easy for us to sympathize with the animals, but the workers are incentivized to move as quickly as possible…. It’s apparent that for the quantity that they’re trying to gather, it’s impossible to do that in a humane way. The only option is to not use wool. That’s become abundantly clear.”
Phoneix joins a long list of celebrities, including Olivia Munn, Eva Mendes and Alicia Silverstone, who have worked with PETA to create awareness of animal cruelty in fashion.
Watch the video below.