H&M Sweaters Exposed: Sheep Kicked in the Head and Sliced for “Responsible” Wool
The wool in an H&M sweater may have come from this very wool farm. Does this farm seem “responsible” to you?
H&M Group claimed that by the end of 2025, all of its virgin wool and animal hair would come from “farms certified to a credible animal welfare standard,” like the Responsible Wool Standard and NATIVA wool standard. 🤔
Well, PETA Asia went undercover at a farm in H&M Group’s supply chain that sold NATIVA wool and got the footage you just watched. Guess what? Buzzwords like “responsible” do nothing to stop sheep from being beaten, kicked, and mutilated for their wool.
a lamb suffered with a maggot-ridden wound on a nativa-certified farm
On this NATIVA‑certified farm, a PETA Asia investigator documented workers kicking sheep in the head, beating them with shearing equipment and a piece of wood, and yanking lambs away from their flock-mates by their legs.
One worker dropped his knee onto a ram’s neck, pinning the animal’s head to the floor.
The investigator also found a dead lamb and another lamb with a maggot-infested wound, which the farmer said was due to a jackal bite.
shearers cut into sheep for this ‘responsible’ wool
Workers speed-run the shearing process, slicing open the sheep’s skin and pinning the panicked animals down as they try to get away.
Sheep are social, gentle animals who form strong bonds with each other and show their feelings on their faces, just like humans.
Imagine how scared they are when workers force them to the ground to steal their wool. 😢
One worker was so rough that a sheep was seen limping after being shorn.
don’t buy the lie: animals always suffer for wool
This cruelty is gut-wrenching—but it isn’t rare. Every single investigation by a PETA entity into a wool operation has found that workers beat, kick, and slice open sheep. And sheep aren’t the only animals who suffer for the wool H&M Group sells. It also sells mohair, cashmere, and alpaca wool, despite PETA entity investigations exposing the suffering behind each of these industries. Goats have been dragged across the floor, picked up by the tail, thrown, and mutilated for mohair; goats used for cashmere have screamed in pain and fear as workers restrained them and tore out their hair with sharp metal combs; and alpacas have been hit, kicked, tied down, and mutilated for their wool. H&M Group knows what animals endure for these materials, yet it continues to sell them.
Choosing vegan fabrics is the only way to ensure that animals aren’t tormented for clothing.
Please urge H&M to switch from wool to animal-free fabrics!
