KEY POINTS:
American pop star Pink is leading a gruesome new global campaign against Australian wool.
The outspoken American singer has joined with US animal rights activists in calling for consumers worldwide to boycott products made with Australian wool.
The campaign, accompanied with images of sheep having their throats cut
and undergoing the controversial mulesing technique, was strategically launched in the important Christmas gift-giving season.
If successful, it could have a devastating impact on the Australian wool industry.
Pink has called for consumers around the world to check labels on clothing before purchasing the item.
If the label lists "merino wool" or "made in Australia", the pop star asks that the consumer not buy it because of Australia's treatment of sheep.
"I am calling on consumers to check labels on sweaters before buying them, and if they're merino wool or made in Australia, to leave them on the racks," Pink says in the video released around the world today by the People for Ethical Treatment of Animals (Peta).
The launch of the video was preceded by a press conference Pink held today in the fashion capital of the world, Paris, France.
Pink, whose real name is Alecia Moore, will be repeating her boycott call during her current world concert tour, which will stop in Australia in April.
In the graphic Peta video Pink narrates, viewers see footage of Australian farmers using the mulesing technique, which involves cutting flesh from the rear ends of sheep.
The technique is aimed at preventing maggot infestation in the animal and the potentially fatal flystrike.
Pink describes mulesing as the "cheapest, cruelest and crudest way" to combat flystrike.
The 27-year-old pop star also calls on Australia and other countries to ban the live export of sheep to the Middle East. The video shows footage of sheep being beaten, having their throats slit and in one scene it is alleged a sheep has its leg cut off while alive.
"If you're like most people, you already refuse to wear fur because of the obvious cruelty involved, and like me, you may even look for the stylish alternatives to leather, Pink says in the video.
But what about wool? Most of us have never thought about it.
"Sadly, like any other industry that uses animals, the wool trade uses methods so sadistic that it makes you consider clearing your closet of any animal products."
Peta has been waged in a public relations war with the Australian wool industry for three years over mulesing and live export.
- AAP