Mission: Wool is Never “Humane”—Urge Fjällräven to Stop Its B.S. Claims

Posted by Calvin on January 10, 2025

Outdoor clothing and equipment company Fjällräven uses the ZQ certification —a sham certification standard developed and owned by The New Zealand Merino Company—to market wool as coming from sheep who were “humanely treated.” Sounds nice, right? DON’T fall for it. PETA Asia’s investigation into ZQ-certified wool farms revealed that sheep were whipped, stomped on, and smothered to death! 😱 Wool is never produced humanely, and we have the receipts.

PETA Asia-Pacific investigators visited ZQ-certified farms in New Zealand—a country where Fjällräven sources wool—and discovered the following:

• Shearers kicked, beat, stomped on, and threw sheep down chutes and left the animals with gaping wounds that were stitched up without painkillers.
• Sheep were forced into super-crowded enclosures, leading to one being smothered to death.
• A worker slit the throat of a conscious sheep after days of the sheep struggling and collapsing and dumped her body into a trash pit.

Anyone can see this isn’t humane. Fjällräven’s website and social media claims are meaningless—don’t reward that B.S. with your money!

Give Fjällräven a Wake-Up Call

When it comes to being humane to sheep, Fjällräven says that “progress is slow,” but “we’re moving in the right direction.” 🙄 The only right direction is ditching wool—sheep are never treated “humanely” in this industry, no matter what certifications companies use. Follow these steps to give Fjällräven a wake-up call and earn 15 peta2 points from our Rewards Program:

1. Comment on one of Fjällräven’s IG posts urging the company to stop propping up cruelty to sheep by ditching wool.

2. Take a screenshot of your comment and submit it for 15 peta2 points. (Heads up: You’ll only get points once for taking this action.)

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