PETA India Supporters Cradle ‘Bloody Shorn Sheep’ in Wool Protest Outside H&M’s Santacruz Store

Three PETA India supporters dressed in plant wool clothing, appeared bloodied and bruised, cradling a “dead sheep” while holding signs that read, “Sheep Beaten, Kicked and Killed for Wool. Don’t Buy It,” and “Sheep Suffer. H&M: Ditch Wool!” The appeal was to raise awareness of the violence sheep endure in the wool industry and to call out H&M Group to end the sale of wool. 

Sheep in the wool industry are subjected to immense cruelty, including being kicked and beaten, and are often treated as nothing more than wool-producing machines.   

A recent investigation into a NATIVA-certified South African operation linked to H&M’s supply chain, shows workers kicking and stomping on terrified sheep, dragging them by their legs, and roughly shearing them, leaving many with gaping wounds. Sheep are sensitive, social individuals who form strong bonds with one another and can experience fear and distress. Yet investigations around the world continue to reveal that they are routinely subjected to rough handling and violence, even on farms that market themselves as “ethical”.

Earlier this year, PETA entities and supporters have kept up pressure on H&M worldwide: in August, actions outside the company’s stores in Boston, London and Stockholm featured supporters cradling a prop lamb and a “severed sheep’s head,” while holding signs urging H&M to drop wool; Last week, three PETA supporters disrupted H&M’s London Fashion Week show, walking the runway with signs reading, “H&M: Wool Is Bloody Cruel. Drop It!” In the U.S., three supporters took over a New York Fashion Week runway to denounce the wool trade as part of the same campaign. The actions follow new footage from a farm certified by NATIVA, a wool certification used in the supply chain of H&M Group. 

PETA entities have now released 17 exposés across eight countries, documenting cruelty at more than 150 wool industry operations. The findings prove that choosing vegan clothing is the only way to guarantee that no animals are harmed for what we wear. 

Cruelty-free plant wools such as organic cotton, linen, or even wools made from flowers are kinder, more sustainable, and avoid the harms caused by the wool industry. 

Ask H&M to End the Sale of Wool & Sheep Abuse NOW