Only wool from "happy sheep"

The industrial production of Merino wool is repeatedly confronted with accusations of animal cruelty. This is especially the case in Australia where breeders have been accused of using cruel methods (so-called "mulesing") to protect their sheep from flystrike.
Industrially held Merino sheep have been bred for more wrinkled skin, so that the wool yield per animal is higher. Moisture collects in these folds of skin, especially under the tail. This attracts flies that lay their eggs here. The hatched maggots can burrow into the skin of sheep which often leads to infection.