“Wool, in general, has not been thought about by many, many people. It’s just not something that’s really brought to their attention.”

-Alicia Silverstone

So she’s found a way to put the cruelty of wearing wool on everyone’s radar: She posed for this stunning PETA billboard, which is up in New York’s Times Square and will stay there through the New Year’s Eve ball drop.

In a behind-the-scenes video, she reveals the naked truth about wool. “[I]t’s just so fast, the shearing process,” she says. “[The sheep are] cut, they’re harmed. They get very seriously wounded, and there’s no care for them when they’re wounded. It’s just, ‘Move on to the next.’”

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