Vegan campaigning group PETA has come under fire for its 'wool hurts' Holiday sweater - which features a bloodied and bruised plush 3-D sheep.
The Virginia-based animal rights organization (People for the Ethical Treatment of Animals) said the $149.99 garment was intended to 'put the ugliness of the wool industry front and center'.
But the intense sweater has only served to alienate people as Twitter lit up with criticisms of the 'aggressive' message and branded the clothing item 'obnoxious' and 'disgusting'.
Extreme: PETA launched its $149.99 wool hurts sweater, featuring a mutilated 3-D sheep, as they continue their anti-wool campaign
Intense: The sweater, made from acrylic yarn, was slammed on social media for being 'obnoxious'
The 'wool hurts' sweater - which is made in Germany from 100 per cent acrylic yarn - is part of PETA's larger anti-wool campaign.
Their methods have included lobbying retailers like Forever 21 to switch to cruelty-free knits as they condemn workers who were caught beating, kicking, stomping on and even killing sheep.
On its blog, PETA claims it has uncovered 'rampant abuse' during an investigation into more than 30 shearing sheds in the U.S. and Australia.
PETA have commissioned dozens of billboards across the U.S. this year, mostly targeting Forever 21 in particular. Protesters have picketed outside stores, factories and even the Beverly Hills home of the fast fashion brand's founder.
Pink and Billie Eilish have lent their influence to the 'Speak up for sheep' campaign.
However the new sweater release only served to alienate people on social media from the overall message.
Many cried that shearing sheep was not barbaric.
Clap back: Twitter users weren't happy when images of the bloody sweater were circulated on the platform
Ambassador: Singer Pink (Alecia Moore) is a supporter of the PETA anti-wool campaign however she has not spoken out about the sweater controversy
An official statement from the American Society of Animal Science Board of Directors said: 'As long as there are sheep, shearing must be practiced for the health and hygiene of each individual animal.
'Unlike other animals, most sheep are unable to shed. If a sheep goes too long without being shorn, a number of problems occur.'
Life-threatening problems include the sheep overheating due to excess wool, trapped matter in the wool causing infections and irritations, and immobilization.
Recognizing the violent and upsetting footage of sheep being mistreated that forms the basis of PETA's campaign, the statement added that it is by no means 'common practice'.
The statement reads: 'The American Society of Animal Science and associated affiliations do not condone or tolerate the acts of violence and cruelty exhibited in these videos.'
Message: The organization unveiled an anti-bacon apron and a giant inflatable anti-turkey lawn prop, right
Anti-turkey: PETA are selling merchandise that advocates for eating either no turkey or 'faux turkey' this season
As part of their new collection for the Holidays, PETA also unveiled an apron reading 'not your bacon' and anti-turkey consumption merchandise.
A five-foot inflatable lawn prop reading 'Gobble veggies, not turkeys' is also being sold for $45.49.
Other items include greeting cards, calendars, vegan treats and a 'Beauty Without Bunnies' cosmetics gift set.
This week, PETA released a sickening and graphic video showing a matador repeatedly stabbing a bull in the head in Spain.
The 45-second video was shared as the welfare group launched a petition calling for a ban on the sport.
Activists wrote to Spain's prime minister, Pedro Sanchez, who was re-elected in a general election last week, asking him to step in and outlaw bullfighting.
Earlier this year, activists from the organization's branch in Australia shocked and horrified shoppers in Sydney when they took to a busy street brandishing a bloody and dismembered sheep.
Holding signs claiming sheep are cruelly kicked, beaten and mutilated by shearers for profit, the aim of the controversial protest was to urge Australians to reconsider buying wool this winter.
The protest was shunned by the President of Wool Producers Australia, Ed Storey, who said: 'The care and welfare of our animal is the highest priority for the Australian sheep and wool industry.'
'It's absolute rubbish what these people are saying,' he continued. 'They've done it in the past and they're continuing to do it again.'
And in September, a PETA poster that claimed ‘wool is as cruel as fur’ was banned in the U.K.
PETA drew anger and ridicule with the posters that appeared on buses, which were part of a wider campaign to stop high street stores from using wool in their clothing ranges.
The Advertising Standards Authority ruled the claim that ‘wool is as cruel as fur’ is false and misleading and it banned PETA from running ads making the claim in future.
Critics of the claim included the Prince of Wales’ Campaign for Wool, which pointed out that wool is actually the most ecological and sustainable fibre, particularly when compared to plastic and synthetics used in ‘throwaway fashion’.
Others pointed out that sheep need to be shorn for health reasons, so removing the fleece is actually necessary for welfare reasons.
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