Allbirds, Fjällräven Implicated in PETA Exposé Revealing Sheep Beaten, Whipped, and Killed
For Immediate Release:
December 30, 2024
Contact:
Moira Colley 202-483-7382
A damning new PETA Asia-Pacific undercover investigation into farms and shearing sheds that supply ZQ-certified wool—which is sold by Allbirds, Fjällräven, Smartwool, Loro Piana, Helly Hansen, among others and claims to be “the world’s leading ethical wool brand”—reveals workers beating and kicking terrified sheep, stomping and standing on their necks, and violently throwing the animals down chutes, among other cruel acts.
Undercover video footage captured in New Zealand—the third-largest wool-producing nation in the world—shows workers whipping, tackling, and hitting sheep with various objects, including the metal tip of a ski pole. One shearer repeatedly slammed a sheep’s head against a hard wooden board while hurling expletive-laden threats at her. Another worker was documented laughing at a sheep as blood ran down the animal’s face from an eye injury. At a farm located at a property owned by former TV host Matt Lauer, workers were documented stepping on a thrashing sheep’s neck, dragging sheep across the floor, sewing up a sheep’s bloody wound without any painkillers, and other atrocities.
The PETA Asia-Pacific undercover investigator witnessed several sheep being left with gaping wounds that were then crudely stitched up without any painkillers. After an ailing sheep collapsed multiple times over two days,a worker slit the sheep’s throat—while she was conscious and struggling—and dumped her body in a pit full of garbage. The decomposing remains of several more sheep were found scattered around many ZQ-certified properties—and one of the farmers noted that he could be “reported for having dead animals around the place.”
“Every garment made with ‘ZQ-certified’ wool represents the suffering of sheep who were likely mercilessly beaten and shorn bloody before being slaughtered or discarded like trash,” says PETA President Ingrid Newkirk. “PETA is calling on Allbirds, Smartwool, and other brands peddling this sham label to stop propping up this inherently cruel industry and reminds consumers that the only humane option is vegan.”
PETA Asia-Pacific has turned over the evidence to New Zealand officials and is urging them to investigate and file appropriate cruelty charges for apparent violations of the law, which include abusing and wounding sheep and causing them unreasonable pain.
PETA entities have now released 15 exposés of over 150 wool industry operations in seven countries on four continents—revealing that even on “sustainable” and “responsible” farms, extreme cruelty and violence are rampant.
PETA—whose motto reads, in part, that “animals are not ours to wear”—points out thatEvery Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.
