Brad Pitt really pissed off PETA.
Animal rights groups have accused the Hollywood star’s luxury clothing company of making “misleading marketing claims” that its cashmere products, which sell for up to $3,480, are “responsibly sourced,” according to information obtained by The Washington Post.
God’s True Cashmere, the company run by the “Inglourious Basterds” actor, claims on its website that all of its garments, made from the precious wool of specific breeds of goats, are “made with love for our customers and their well-being.”
“Despite GTC’s claims, cashmere is not ‘made for animal welfare,'” PETA blasted in a letter to the company obtained by The Washington Post.
In a July 22 letter, the company warned that it would file a false advertising complaint with the Federal Trade Commission by Aug. 1 unless Pitt and his California-based co-founder, Sat Hari, removed the “responsibly sourced” claim from the website.
There is no such thing as “responsibly sourced” cashmere, the letter added.
God’s True Cashmere sells clothing items such as $380 beanies, $590 pillows, $1,980 shirts, $2,350 hoodies and $3,480 blankets.
“Our 100% Italian cashmere clothing is made with consideration for every element of the product cycle, from the goats themselves to our suppliers and manufacturers, and each piece is made with love for the wellbeing of our customers and suppliers,” the clothing company’s website states.
Animal rights groups claim that the wool fibre, which is extracted from the undercoat of cashmere goats, is produced through the extreme suffering of animals.
In its letter, PETA cited a 2023 exposé on cashmere that found goats being held down and screaming as workers “pulled out the goats’ hair with sharp metal combs, leaving some with bleeding wounds and pieces of skin falling off.”
PETA’s investigation took place at a facility in Mongolia that supplies wool to major fashion brands including Louis Vuitton, Gucci and Prada, but the organization claims the cruel practices are common on goat farms across the industry.
PETA’s investigation found that farms typically cull goats when they are no longer profitable to care for.
PETA did not present any evidence that GTC’s activities violate these acts.
However, the company contacted God’s True Cashmere a year ago and asked them to stop selling cashmere.
A PETA spokesperson said the company did not initially respond.
After several more email exchanges, Hari revised some of the marketing language but did not remove the statement that the company’s fibre was sourced from Responsible Wool Standard-certified manufacturers and was therefore “responsibly sourced.”
“God’s True Cashmere strives to establish and promote the highest industry standards in product development and production, and is constantly evaluating and researching ways to maximize quality while minimizing negative impact on the world, so we are disappointed that we have been inappropriately and inaccurately portrayed here,” the company said in a statement.
“We recognize that different organizations, individuals and businesses have different priorities.
We welcome your participation in the discussion on the adoption of more uniform standards and best practices.
We will put it into practice and take into account all feedback on how to best work it.
Our first priority will always be to respect the Earth and all its living creatures.”
Pitt and the actor’s friend, jewelry designer Hari, did not immediately respond for comment.
Their partnership was born out of Hari’s dream to create something “soft” for Pitt.
“I began to realize that this gift of softness was something precious,” she writes in the “Our Story” section of the company’s website.
