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: