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NORFOLK – Animal welfare organisation PETA has launched the ‘Vegan Wool Challenge’ as it encourages innovators to develop a vegan alternative to sheep’s wool that performs and feels like the real thing.  

The NGO has promised a US$1 million windfall to the first entrant who develops a “vegan wool material that’s visually, texturally, and functionally akin or superior to sheep’s wool and is adopted and sold by a major clothing brand”. 

Tracy Reiman, PETA’s executive vice president, commented: “From apples and hemp to kombucha tea and cacti, there seems to be no limit to what designers can use to create wonderful, animal-free clothing and accessories. PETA is delighted to offer innovative minds a big boost that will protect sheep, push fashion forward, and help stop the environmental degradation caused by animal agriculture.”  

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