‘Beaten, Kicked, and Killed for Wool’: ‘Bloody Sheep’ to Confront H&M Shoppers in Miami Beach

For Immediate Release:
May 26, 2026

Contact:
Andrew Grant 202-483-7382

On Wednesday, shoppers in Miami Beach will get a glimpse of the suffering sheep endure in the wool industry when PETA supporters dressed as bruised and bloodied sheep converge on the H&M store to demand an end to the brand’s wool sales. Animal allies will also share footage from a recent PETA Asia investigation, which reveals workers from a wool operation tied to H&M Group’s supply chain kicking and stomping on terrified sheep, dragging them by their legs, and leaving them with gaping bloody wounds after crude shearing.

“Sheep are thinking, feeling beings with unique personalities, but in the wool industry, they’re punched, kicked, and violently killed for sweaters and accessories,” says PETA President Tracy Reiman. “PETA is calling on H&M to ban wool and reminds shoppers that vegan clothing is the only way to ensure that no animal was harmed for what’s on the hanger.”

Where:           H&M, 551 Lincoln Rd. (at the corner of Lincoln Road and Pennsylvania Avenue), Miami Beach

When:             Wednesday, May 27, 12 noon

Why:               Sheep are highly social animals who grow depressed if isolated from their flock. PETA Asia’s investigation documented workers kicking sheep in the head and body, hitting them in the face with shearing equipment, beating them with a piece of wood, and picking up and dragging lambs by their front legs. One worker dropped his knee onto a ram’s neck, hitting the animal’s head on the floor. Others sheared the sheep quickly and carelessly, slicing their skin and leaving them bloody in the process.

The farm at the heart of the investigation sells its wool through a broker that supplies H&M Group with “responsibly” sourced wool. 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, so these labels serve only to mislead customers.

PETA—whose motto reads, in part, that “animals are not ours to wear or abuse in any other way”—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 or follow PETA on X, Facebook, or Instagram.