Falling wool prices are pushing farmers towards naturally shedding sheep as they ditch the material - exposing holes in their argument that shearing the animals was always motivated by concern for the animals.

A new report has challenged the commonly-held misconception that wool is one of the most sustainable materials for clothing. According to researchers, the fashion industry is at the heart of steps to reverse our dependence on destructive wool production.

The cruelty of wool isn’t often publicised, and there is little general understanding of why it isn’t vegan. Here, we break down the reality of the industry.

It’s called ‘sheep freeze branding’ and it’s supposed to be a better, less painful alternative to mulesing, the barbaric act of cutting away the skin on a sheep’s backside with shears to prevent flystrike, always without anaesthesia and in many cases without pain relief. Why are we faced with having to choose between mulesing and freeze branding at all?