Video: Terrified ‘Sheep’ Dragged Through H&M Store in PETA Wool Protest
Video: Terrified ‘Sheep’ Dragged Through H&M Store in PETA Wool Protest
London – Shoppers at H&M’s Oxford Street store were confronted with a disturbing scene today as a terrified “sheep” was dragged through the shop by an aggressive “shearer”, crying out in fear before being pinned to the ground and roughly “shorn”. The PETA protest recreated the violence exposed in a PETA Asia investigation into a NATIVA-certified wool farm, where workers were filmed kicking and stomping on sheep, dragging lambs by their legs, and leaving animals with gaping wounds after shearing. The farm supplied H&M Group with wool marketed as “responsibly sourced.”
Video footage is available here.
“Behind every wool jumper is a frightened sheep who was likely left bloody after shearers got through with them, and who ended up on a slaughterhouse floor,” says PETA Vice President of Programmes Elisa Allen. “H&M can end its role in this cruelty by dropping wool and embracing the many animal-free materials already on the market. PETA urges anyone who doesn’t want sheep abused for fashion to leave wool off their shopping lists.”
The dramatic protest comes just weeks after PETA “models” disrupted H&M’s Autumn/Winter 2026 runway show at London Fashion Week, calling on the retailer to stop selling wool.
PETA notes that sheep are highly social animals who form strong bonds with each other. They grow depressed if isolated from their flock and communicate their emotions through facial expressions, just like humans. PETA entities have now released 17 exposés of over 150 wool industry operations across four continents – revealing that even on self-proclaimed “ethical” and “responsible” farms, extreme cruelty and violence are rampant, and that sheep exploited for wool are ultimately sent to slaughter years before reaching their natural lifespan once their wool production declines.
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:
Jennifer White +44 (0) 20 7837 6327; [email protected]
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