New Poll: 71% of Americans Say Wool Is Just as Cruel to Animals as Fur

Fur has become synonymous with cruelty to animals. Now, wool is facing the same scrutiny it deserves.

In a survey conducted by The Harris Poll on behalf of PETA, 71% of U.S. adults agreed that, from an animal-welfare perspective, raising and slaughtering animals for wool is just as cruel as raising and slaughtering animals for fur.

The findings come on the heels of PETA’s headline-making protest at the COS runway show during New York Fashion Week and suggest that consumers are recognizing that sheep suffer for wool.

What Happens to Sheep in the Wool Industry?

Sheep are gentle, social individuals who form close bonds with one another. They seek out friends, look out for their companions, and have distinct personalities—some are bold and curious, while others are more cautious. Yet the wool industry treats sheep as little more than wool-producing machines.

PETA Asia recently documented workers at a NATIVA-certified wool operation kicking and stomping on sheep, dragging lambs by their legs, and leaving sheep with gaping wounds after shearing. The farm sold wool through a contracted supplier connected to COS’s parent company, H&M Group.

And this wasn’t an isolated exposé. PETA entities have documented cruelty at more than 150 wool-industry operations around the world, repeatedly exposing workers beating and kicking sheep, cutting them during shearing, and sending them to slaughter when they no longer produce enough wool to be considered “profitable.”

PETA Takes the Message to New York Fashion Week

PETA took that message straight to the runway. On September 13, advocates disrupted COS’ New York Fashion Week show, calling attention to sheep who suffer in the wool industry and urging H&M Group to stop selling wool.

As protesters spoke out, a fashion executive physically intervened, grabbing and restraining them. Video of the confrontation quickly spread online and drew international attention. And according to the poll, so did PETA’s message.

Among Americans who had heard about PETA’s NYFW protest, 81% said it increased their awareness of concerns about sheep welfare in the wool industry. For 40%, the protest was the first time they had heard about the issue. Another 41% were already aware of it but said they learned more because of the protest.

Consumers Are Rethinking Wool

Discovering what sheep endure appears to be influencing how people think about what they wear. After learning of PETA’s New York Fashion Week protest about cruelty to sheep in wool production, 42% of Americans said they were less likely to buy wool, while 56% said they were more interested in animal-free or vegan fashion. And the industry has reason to pay attention: 45% said they would view a retailer more positively if it stopped selling wool.

Every wool sweater, coat, and scarf comes from a sheep whose fleece belongs to them. Never buy or wear wool. Choose vegan fashion and urge H&M Group to stop selling wool and leave sheep out of its clothing.