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Please join PETA supporters for "Free the Animals" Friday—a powerful initiative by PETA supporters countrywide—on November 27 to protest the sale of wool and the extreme cruelty of the wool industry by urging holiday shoppers to shop vegan.Following PETA Asia’s latest investigation into a farm that has ties to H&M Group. PETA Asia went undercover at a farm that sells NATIVA wool, which is “the leading brand for responsibly sourced, 100% traceable natural fibers.” The investigator found it is no different from any other humane-washing marketing scheme. They rely on buzzwords like “responsible” and “traceable” as animals suffer.
The investigation reveals the immense exploitation endured by sheep in the wool industry. No matter the label, sheep are kicked, hit in the face with metal shearing equipment, and left bleeding from untreated wounds. The investigator also found a dead lamb on the property and a sheep with a maggot-infested wound.
Wool is suffering, spun into fabric, and H&M is complicit in this abuse so long as it continues to sell it.
Please join us on the biggest shopping day of the year in the U.S. to inform consumers about the cruel wool industry. With the widespread availability of animal-friendly materials, it’s time for H&M to get on board by choosing style, compassion, and true sustainability.
For more information, please visit www.peta.org/hm
Here are the details:
WHEN: Friday, November 27, 2026, 1PM - 2:30PM ET
WHERE: H&M: 901 Market St, Philadelphia, PA 19107 (Please see map: https://maps.app.goo.gl/ABoUS7Lsy31G4nLV6)
CONTACT: Rowan, [email protected]
All materials, such as posters, will be provided.
Please dress sharply in a PETA T-shirt (we will provide one if you don't already own one), nice pants, and close-toed shoes. We must ensure the focus remains on the animals, without any distractions that could divert people’s attention.
No companion animals. Please refrain from bringing dogs, as there might not be a comfortable place for them to lie down during the protest.
We hope to see you there!
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