Chris Packham Urges Burberry to Reconsider Cashmere at Annual Shareholder Meeting

Wildlife broadcaster and environmental campaigner Chris Packham is set to challenge Burberry over its continued use of cashmere at the luxury brand’s Annual General Meeting on Wednesday 15th July, as part of a shareholder question submitted on behalf of animal rights organisation PETA (People for the Ethical Treatment of Animals).

Packham will call on the British fashion house to extend its previous animal welfare commitments by phasing out cashmere from future collections. Burberry ended the use of fur in 2018 and has also moved away from exotic animal skins in recent years.

Referencing Burberry’s iconic “Prorsum” (“Forwards”) motto, Packham is expected to ask whether the brand will once again “lead the way” by ending its use of cashmere.

“Just as I welcomed your decision to ban fur and wild-animal skins, I’m asking you to move forward once again by ending the use of cashmere in Burberry’s collections,” says Packham. “There’s no such thing as ‘responsible’, ‘sustainable’, or ‘cruelty-free’ cashmere. We must do better.”

PETA’s campaign centres on both animal welfare and environmental issues associated with conventional cashmere production.

The organisation cites investigations carried out by PETA Asia into cashmere farms in China and Mongolia, which it says documented goats being restrained while their fleece was removed with metal combs, as well as allegations of injuries during the combing process and the treatment of animals at the end of their productive lives.

PETA Vice President of Corporate Projects Yvonne Taylor said: “Every cashmere scarf comes at a terrible cost to goats, who are pinned down, violently handled, and ultimately killed for their fleece. Burberry ought to show real leadership by replacing cashmere with innovative animal-free fibres.”

Alongside welfare concerns, Packham also argues that cashmere production has significant environmental impacts. Goats produce methane, a greenhouse gas linked to climate change, while overgrazing in some regions has been associated with grassland degradation and desertification.

The campaign also draws attention to recent scrutiny surrounding the Sustainable Fibre Alliance (SFA), an industry certification programme that aims to improve the environmental, social and animal welfare standards of cashmere production. Burberry is a founding partner of the initiative, although campaigners have questioned whether certified cashmere can be described as fully sustainable.

Cashmere remains one of luxury fashion’s most valued natural fibres, prized for its softness, warmth and durability. In recent years, however, its environmental footprint and animal welfare credentials have come under increasing scrutiny, prompting some brands to explore recycled cashmere or alternative fibres.

Many luxury houses continue to source certified cashmere through programmes such as the Sustainable Fibre Alliance, arguing that working with producers to improve grazing practices, traceability and animal welfare offers a route towards more responsible sourcing rather than eliminating the fibre altogether.

Others have begun investing in recycled cashmere and next-generation textile innovations as demand grows for lower-impact luxury materials.

Burberry has not announced any plans to discontinue cashmere and continues to outline its responsible sourcing commitments through its broader sustainability strategy.

The shareholder meeting is expected to provide an opportunity for the company to respond publicly to the latest challenge from Packham and PETA, adding to the ongoing industry debate over the future of animal-derived luxury fibres.

Image of Chris Packham at Funeral For Nature Protest by Iain Stanton