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Animal rights group PETA bought a stake in the parent company of Louis Vuitton, LVMH; in order to pressure firm to stop using exotic animal skins, such as crocodile, alligator and python. The announcement comes after PETA released a disturbing short documentary about the crocodile skin industry in Vietnam.

“Every PETA exposé of the exotic-skins industry has found sensitive living beings crammed into filthy pits, hacked apart, and left to die,” says PETA President Ingrid Newkirk. “From demonstrating on the street to speaking up in the boardroom, PETA will push LVMH to stop selling any bag, watchband, or shoe made from a reptile’s skin.”

Peta’s stake in the company will give it the right to attend shareholder meetings and question the board.

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