Rocker Jon Bon Jovi has agreed to ditch leather from his clothing line - and use a plant-based alternative instead.
Animal rights charity PETA encouraged the star, who launched his Hart N Dagger line last November, to make the move.
The $275 jeans will have a small leather alternative patch on the waistband, instead of real animal hide.
A spokesperson for PETA said: "After learning from PETA that the throats of cows used for leather are routinely slit at slaughterhouses while the animals are still conscious, Hart N Dagger—owned by rocker Jon Bon Jovi—acted swiftly to replace all the animal skins used in its clothing line with innovative and trendy vegan versions instead.
"A box of delicious cow-shaped vegan chocolates is on its way to thank the company for its compassionate decision."
PETA Executive Vice President, Tracy Reiman, added: "Animals are no longer livin’ on a prayer, thanks to Jon Bon Jovi.
"Every day, PETA hears from shoppers who are looking for vegan-friendly retailers, and Hart N Dagger now fits the bill by agreeing to use only high-quality vegan leather on its denim. And compassionate consumers are applauding the move.”
PETA is continuing to campaign to encourage a number of other retailers to make the switch to cruelty-free fabrics, including Lucky Brand, True Religion and Levi’s.
Bon Jovi did not comment on whether he would stop wearing leather himself.
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