H&M: Stop Selling Wool and Leave Sheep Alone

H&M claims to care about animals—but sheep are still suffering for the wool on its racks.

PETA is calling on the global fashion giant to ban wool after a PETA Asia investigation exposed workers kicking, beating, and dragging terrified sheep and leaving them bleeding at a South African wool farm. The farm sells wool through the same certified South African wool pipeline that supplies H&M Group.

Sheep Beaten, Cut, and Left Bleeding for ‘Responsible’ Wool

The disturbing footage shows workers kicking sheep in the head and body, striking them in the face with shearing equipment, beating them with a piece of wood, and dragging lambs by their legs. One worker dropped his knee onto a ram’s neck, slamming the animal’s head against the floor. Workers sheared sheep so quickly and carelessly that they sliced into their skin, leaving bloody wounds. The investigator also documented a dead lamb and a lamb suffering from a maggot-infested wound.

And this wasn’t some operation without the industry’s stamp of approval. Both NATIVA and the Responsible Wool Standard certified the farm—exactly the kinds of certifications that companies use to convince shoppers that wool is somehow “responsible.”

But no label can make cruelty kind, and no certification can protect sheep from the inherent cruelty of the wool industry.

PETA entities have released 17 exposés of more than 150 wool-industry operations in seven countries on four continents, repeatedly documenting workers beating, cutting, and otherwise abusing sheep.  

Why Is PETA Calling on H&M to Ban Wool?

H&M continues to rely on third-party certifications rather than stop selling wool—even though PETA entities have repeatedly exposed cruelty at supposedly “responsible” and “ethical” operations.

The solution is simple: H&M should ban wool.

PETA Supporters Take the Message Straight to H&M

And PETA entities aren’t waiting quietly. PETA will keep the pressure on H&M worldwide—from eye-catching protests to shareholder actions to billboard campaigns—until the company stops selling wool.

September 2, 2026: PETA Latino Shows What Sheep Lose for Wool

Forming a barrier outside H&M’s flagship store on Madero Street in Mexico City, bruised and bloodied PETA Latino supporters dressed as sheep stood shoulder to shoulder, cradling the bodies of “dead lambs” in their arms. The striking scene reflected how sheep deeply care for and mourn their loved ones. But on a wool farm in PETA Asia’s investigation, lambs were ripped from their mothers, and the investigator found a dead baby.

August 27, 2026: Lily the Sheep Delivered a Message to H&M’s CEO

PETA sent H&M CEO Daniel Ervér an unforgettable package: a bloodied stuffed sheep named Lily and a letter challenging the company’s continued sale of wool. “While Lily isn’t a real sheep, the suffering she represents is,” the letter read. The message pulled no punches, reminding H&M that “responsible” wool labels can’t stop a shearer’s boot or shield sheep from suffering. And Lily isn’t done yet. She’ll continue appearing at H&M stores as a reminder that every sheep is an individual who feels.

August 18, 2026: A “Severed Sheep’s Head” Displayed Outside H&M in London

A PETA staff member brought the reality of the wool industry to H&M’s London store, wearing a blood-stained faux-wool top and holding a “severed sheep’s head” beside a sign reading, “Here’s the rest of your wool sweater.” In the busy shopping district, crowds stopped to watch, photograph the display, and speak with the protester about why H&M should drop wool from its collections.

August 16, 2026: Crying “Sheep” Protest in Boston

PETA supporters dressed as crying “sheep” rallied outside an H&M store in Boston, carrying bloodied, battered sheep props. The protest drew crowds of curious onlookers, many of whom watched footage from PETA Asia’s investigation and took leaflets to learn more. Before the action began, advocates delivered a letter to H&M management calling on the company to ditch wool and protect sheep from suffering.

August 10, 2026: PETA Supporters Bring a “Dead Lamb” to H&M’s Hometown

To kick off an international campaign calling on H&M to ban wool, PETA supporters descended on an H&M store in Stockholm—H&M’s home city—wearing “bloodied” clothing and cradling a partly skinned “dead lamb.” Their signs left shoppers with no doubt about the message: “Sheep Suffer. H&M: Ditch Wool!”

H&M Already Knows It Can Choose Animal-Free Fashion

H&M has shown before that it can make progress for animals.

In 2021, PETA and H&M collaborated on the Co-exist Story, a collection featuring innovative vegan materials including wildflower-derived FLWRDWN, grape-skin-derived VEGEA, and regenerated ECONYL nylon. And after another PETA campaign, H&M committed in 2024 to stop selling virgin down. H&M has demonstrated that it can move away from selling clothing that causes animals to suffer. There’s no excuse for dragging its feet on wool.

Sheep Need You: Tell H&M to Ban Wool

Sheep aren’t sweaters. They’re gentle, social individuals who form strong bonds with one another and can become depressed when separated from their flock. Yet the wool industry treats them as wool-producing machines.

Fashion should be about creativity—not bloodshed. Warm, stylish vegan materials are readily available, and no sheep needs to be kicked, cut, or terrified for a sweater or coat.

H&M can either continue hiding behind certifications that fail to protect sheep or listen to consumers and leave sheep in peace.

Join PETA in calling on H&M to ban wool now.