‘Bloodied Sheep’ Demand H&M Ban Wool
Animal allies dressed as wounded sheep gathered outside H&M’s annual general meeting in Stockholm yesterday, calling on the fashion retailer to stop selling wool after a new investigation exposed violent abuse within the wool industry.
Wearing blood‑stained costumes and bandages, campaigners held signs reading “Sheep punched and kicked for wool. Don’t buy it,” drawing attention to the cruelty in wool farms.
New Investigation Ties Violent Abuse to H&M’s Supply Chain
The action follows a just-released PETA Asia investigation into a NATIVA-certified South African wool operation linked to H&M Group’s supply chain. Despite its “responsible” label, the footage shows workers kicking and stomping on terrified sheep, dragging them by their legs, and leaving them with gaping wounds after crude shearing.
Shearers work at high speeds because they are paid by the amount of wool they cut off, regardless of what certification schemes claim. Amid the rush, workers repeatedly slice open sheep’s skin and pin the panicked animals down as they struggle to escape.
Wool Cruelty Is Systemic, Not an Isolated Case
Sheep are highly social animals who form strong bonds with each other. They grow depressed when isolated from their flock and communicate their emotions through facial expressions, just like humans.
Yet within the wool industry, they are routinely treated as objects rather than individuals, subjected to rough handling, painful injuries, and fear.
This abuse is not confined to one farm or country. 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.
H&M Must Drop Wool
The wool in an H&M jumper could come from a farm where sheep are kicked, dragged, and left bleeding. So‑called “responsible” certifications have failed to stop the violence – only ending the use of wool will. PETA is calling on H&M to drop wool completely. Add your voice today to help protect sheep.
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