People for the Ethical Treatment of Animals (PETA), who wages a war on Benetton for using wool of Australian sheep in its jumpers and suits, has dressed one of its teenage members in high heels and white mini-skirt to impersonate Little Bo Peep during a lunchtime demonstration outside the Benetton store in LA. Bo Peep played by 18 year-old PETA activist Julie Kelpin, attracted attention of shoppers and passers-by with a sign : BENETTON: BAAD TO SHEEP.

"I haven't lost my sheep,"  Kelpin was saying. "Benetton has them and are doing horrible things to them."

The other 20 activists were standing next to Kelpin holding posters which read: BENETTON: WOOL FOR MUTILATED LAMBS.
"We use any method we can to grab the public's attention," said PETA campaign co-ordinator Matt Prescott "Often that's a pretty girl in a scantily clad outfit. It gets the job done.

"People stop and look at Bo Peep and then when they stop that's our opportunity, our window, to talk to them about the cruelty of Australian sheep farming."

PETA intends to campaign against Australian wool farmers until mulesing technique is no longer used in Australia. The technique which involves stripping pieces of flesh off the sheep’s rear end is used to protect the animals from maggot infestation. The technique, however, was slammed by PETA as cruel. Animal rights activists claim there are other means to protect the animals from the disease.

So far, Benetton has not been willing to comply with PETA’s demands.  In a recently issued statement, the company said it would not be bullied into dropping Australian wool.

In October, PETA managed to convince US retailer Abercrombie&Fitch to boycott Australian wool, after the activists group threatened to conduct a campaign against the company.