In time for New York Fashion Week, PETA is targeting the Garment District, the Fashion Institute of Technology, and Parsons School of Design with a provocative new messaging blitz calling on people to stand up for sheep and leave wool out of their wardrobes. The campaign—which was designed by The Community ad agency and features sheep rioting in front of a burning landscape—exhorts viewers to “live vegan” and includes a massive sky-high appeal and 50 huge posters placed around the two fashion design schools.

“There’s no excuse for supporting the violent wool industry, in which, as our videos show, workers pin down terrified sheep and leave them cut and bleeding just to make coats and sweaters for humans,” says PETA President Ingrid Newkirk. “Sheep can’t fight for their rights, but we can fight for them by always opting for warm and cozy vegan fabrics and leaving vulnerable sheep in peace.”

PETA entity investigations have uncovered cruelty to sheep at over 100 wool industry operations worldwide—even on “responsible” farms, where workers have been seen punching, stomping, kicking, and throwing sheep. Shearers are usually paid by volume, not by the hour, which incentivizes them to work quickly. As a result, sheep are often left bloodied and in pain. The gaping wounds caused by careless shearers are then crudely stitched up without painkillers. Eco- and animal-friendly vegan fabrics—including linen, TENCEL, and modal—are widely available at retailers everywhere. PETA’s “How to Wear Vegan” guide can help anyone make their wardrobe animal-free.

PETA’s billboard is located at the intersection of Ninth Avenue and W. 40th Street.

 PETA’s posters are located near the Fashion Institute of Technology (227 W. 27th St.) and Parsons School of Design (66 Fifth Ave.).

PETA—whose motto reads, in part, that “animals are not ours to wear”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X (formerly Twitter), Facebook, or Instagram.