Animal Defenders Cradle ‘Dead Lamb’ Outside H&M’s London Flagship Store
Shoppers on London’s busy Regent Street were met with a haunting scene today as PETA supporters staged a powerful protest outside H&M’s flagship store.
Three animal defenders, dressed in plant wool clothing and appearing bloodied and bruised, cradled a “dead lamb” while holding signs reading, “Sheep punched and kicked for wool. Don’t buy it,” and “Sheep suffer. H&M: ditch wool!” The emotional action raised awareness of the violence sheep endure in the wool industry and called on H&M Group to end the sale of wool.
‘Ethical’ Wool Exposed
The protest follows the release of a disturbing investigation into a NATIVA-certified South African operation linked to H&M’s supply chain. The footage shows workers kicking and stomping on terrified sheep, dragging them by their legs, and roughly shearing them, leaving many with gaping wounds.
Someone, Not Something
Sheep are sensitive, social individuals who form strong bonds with one another and can experience fear and distress. Yet investigations around the world continue to reveal that they are routinely subjected to rough handling and violence, even on farms that market themselves as “ethical”.
PETA entities have now released 17 exposés across seven countries, documenting cruelty at more than 150 wool industry operations. The findings prove that labels like “responsible” or “sustainable” mean nothing.
How much more evidence showing sheep kicked, struck, and left bleeding in shearing sheds will it take for H&M to ditch deceptive labels and take responsibility? Choosing vegan clothing is the only way to guarantee that no animals were harmed for what we wear.
Plant Wool Is the Future
Cruelty-free plant wools such as organic cotton, linen, or even wools made from orange peel or potato, are kinder, more sustainable, and avoid the harms caused by the wool industry.
Every animal is someone, not something to be used for clothing.
Take Action: Tell H&M to Drop Wool
Animals abused for wool need your voice. Urge H&M to end its use of wool:
Help Animals in 2026: Renew Your PETA Membership!
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