PETA US Mails Bloody ‘Sheep’ to H&M CEO: ‘Stop Selling Wool’

28.08.2026

London— On the heels of investigations that found sheep bloodied, injured, and even killed in wool-producing facilities with ‘humane’ certifications, PETA US is getting louder and bolder in its push to get H&M to ban wool. A bloodied, battered “sheep” named Lily is on her way to H&M Group President and CEO Daniel Ervér to remind the company that wool garments have victims who bleed and suffer.

PETA US is drawing on a decades-long playbook of high-impact protests, including  occupying Anna Wintour’s Vogue Headquarters in 1993 and smearing fake blood on Jean Paul Gaultier’s Paris boutique in 2006 in its successful campaign to get nearly every major designer, retailer, and fashion magazine to drop fur. Now, PETA US is turning its attention H&M—and Lily is only the beginning.

Lily the “sheep.”

Photos available here. Credit: PETA

“Behind the reassurances of ‘responsible’ wool hides a reality of blood, violence, and pain,” says PETA Senior Vice President Mimi Bekhechi. “Lily is a reminder that ‘humane’ labels do nothing for animals, and PETA won’t rest until wool at H&M follows fur into fashion’s past.”

PETA is calling out Ervér’s brand for duping consumers with “responsible wool” claims when a recent PETA Asia video exposé into a NATIVA-certified South African wool operation tied to H&M Group’s supply chain revealed workers kicking and stomping on terrified sheep, dragging them by their legs, and leaving them with gaping wounds after crude shearing. PETA entities have now released 17 exposés of over 150 wool industry operations in seven countries on four continents—revealing that even on self-proclaimed “ethical” and “responsible” farms, extreme cruelty and violence are rampant.

PETA—whose motto reads, in part, that “animals are not ours to wear”—points out that when it comes to the ability to feel pain, hunger, and thirst, a sheep is a dog is a boy. For more information, please visit PETA.org.uk or follow PETA on Facebook, X, TikTok, or Instagram.

Contact:

Sascha Camilli +44 (0) 20 7923 6249; [email protected]