A video showing Australian wool suppliers punching sheep in the face, slitting the throat of still-conscious animals and slicing and burning off lambs’ tails with no painkillers have animal activists up in arms. Shearers are seen striking sheep in the face with sharp metal clippers, kneeling on their stomachs and flinging them around.

These wool suppliers cater to brands like Forever 21, America’s fifth-largest specialty retailer. In June, following violent footage of Angora goats being abused in South Africa, Forever 21 joined 110 other brands, including Gap, H&M, Uniqlo and Zara, in banning mohair from its inventory. Similar calls for companies to abstain from wool, on the other hand, haven’t gained nearly as much traction.

Cruelty is rife in the fashion industry. Baby goats bleat in fear as they are sheared until bloody for mohair sweaters and scarves. Once upon a time, cutting-edge fashion equaled fur, leather, and wool. Today’s consumers are more aware of what they’re really supporting with their purchases and many are saying no to the thought of wearing the fur or skin of another creature and instead are looking for more animal- and earth-friendly options to complete their wardrobes.

This shift of consciousness has made cruelty-free, sustainable, and organic more than just marketing buzzwords — they’re now labels that consumers are actively seeking out and distinctions that designers are proudly offering in their product lines.