H&M Shoppers: You Need to See What Happens to Sheep for Wool
Does beating sheep sound “ethical” to you?
H&M Group claimed that by the end of 2025, all of their virgin wool and animal hair would come from “farms certified to a credible animal welfare standard,” such as the Responsible Wool Standard and NATIVA wool standard, but are sheep used for “certified” wool actually treated better than others?
PETA Asia went undercover at a farm that sells NATIVA wool, which is “the leading brand for responsibly sourced, 100% traceable natural fibers.” The investigators found it is no different from any other humane-washing marketing scheme. They rely on buzzwords like “responsible” and “traceable” as animals suffer.
Now, PETA has released the investigative footage that NATIVA wool certifiers and buyers would never want you to see. The video is a must-watch for anyone who thinks there’s such a thing as “responsible” or ethical wool. Watch now:
The wool in an H&M sweater may have come from a wool farm just like this one, where workers beat, dragged, and cut into sheep’s skin for their wool.
PETA is calling on H&M to stop selling wool— “responsible” or otherwise—and we need your help!
A Lamb Suffered With a Maggot-Ridden Wound on a NATIVA-Certified Farm
NATIVA claims to “keep close relationships with each and every single one of the breeders and growers” who produce the wool they certify. But 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 reported was due to a jackal bite.
Shearers Cut Into Sheep for This ‘Responsible’ Wool
Shearers work at high speeds because they’re paid by the amount of wool they cut off, no matter what bogus certification labels it. Amid the rush, workers repeatedly slice open the sheep’s skin and pin the panicked animals down as they try to get away.
Sheep are social, gentle animals who form strong bonds with each other and express emotions through facial expressions, 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: Sheep Always Suffer for Wool
This cruelty isn’t unusual or isolated. PETA entities have now exposed more than 150 wool operations across four continents. Regardless of whether or not the wool had an “ethical” certification—like NATIVA or ZQ Wool—every single investigation revealed that workers routinely beat, kick, and slice open sheep. No label or certification can make wool humane. Choosing vegan fabrics is the only way to ensure that animals aren’t tormented for clothing.