Sheep Are Beaten and Kicked: Tell H&M to Stop Selling Wool!

Peta Asia’s latest investigation into NATIVA wool reveals sheep are routinely kicked, beaten, and torn from their mothers. Tell H&M to remove wool from shelves!

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No Such Thing as ‘Ethical’ Wool

H&M claimed that by the end of 2025, all its virgin wool and animal hair will come from farms certified to “credible” animal welfare standards.

PETA Asia’s investigation exposes the ugly truth behind one of these so-called ethical labels. Investigators went undercover at a farm selling NATIVA-certified wool – marketed as “responsibly sourced” and fully traceable – and found that certification doesn’t protect animals from violence. Instead, it shields cruelty behind feel-good buzzwords while sheep suffer out of sight.

Beaten, Kicked, Killed

On this NATIVA-certified farm, workers were filmed kicking sheep in the head and dragging terrified lambs by their legs. One worker forced his knee onto a ram’s neck, slamming the animal’s head into the ground.

H&M Must Drop Wool

The wool in an H&M jumper could come from a farm that abuses sheep. “Responsible” certifications haven’t stopped the violence – only ending the use of wool will.

PETA is calling on H&M to drop wool completely. Add your voice and help protect sheep today.

View Message +

Mr

Daniel

Erver

H&M

{contact_data~salutation} {contact_data~firstName} {contact_data~lastName}

I was horrified and heartbroken to watch PETA Asia’s undercover footage from a NATIVA- and Responsible Wool Standard–certified farm, which showed workers dragging lambs away by their legs, beating sheep, and violently shearing them.

Sensitive, highly social sheep were forced to watch workers pull their flock-mates – and even their babies – away from them, while others panicked and tried desperately to escape during rough shearing. Investigators documented sheep with open wounds, a lamb with a maggot-infested injury, and a sheep left limping after being roughly shorn.

This farm’s certifications show that “responsible” wool standards fail to protect animals from abuse.

There are many high-quality, vegan materials available. I urge H&M to stop selling wool and commit to clothing made exclusively from animal-free fabrics.

Thank you for your time and attention to this urgent matter.
Sincerely,

Kind regards,
{user_data~First Name} {user_data~Last Name}
{user_data~Email Address}

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Sheep Are Beaten and Kicked: Tell H&M to Stop Selling Wool!

No Such Thing as ‘Ethical’ Wool

Beaten, Kicked, Killed

H&M Must Drop Wool

Take Action Now

Thank You for Taking Action for Sheep!