2 May 2025 - Global fashion giant H&M has officially achieved its commitment to stop sourcing wool from Australian live lamb cutting (mulesed) sheep, marking a major milestone for animal welfare and sending a clear message to the Australian wool industry: the future is live lamb cut-free — and it's coming fast.

Many global brands are horrified when they first learn from FOUR PAWS about the reality of live lamb cutting, often unaware that this practice is still common in Australian wool supply chains.

H&M cemented its position in 2019 by signing the FOUR PAWS Brand Letter of Intent Against Live Lamb Cutting, committing to phase out wool sourced from this outdated and painful practice. Today, the brand has made good on that promise, now ensuring that all wool sold is either fully certified to animal welfare standards or recycled.

Australia is the only country that still practices live lamb cutting to deal with flystrike, yet proven alternatives exist in the market which are better for animal welfare and are more effective against flystrike.

Just this week Australian Wool Innovation chair Jock Laurie stated that ‘there is plenty of non-mulesed wool in Australia’. Yet this is not the case. Despite growing global pressure, less than 20% of Australian wool is currently certified as non-mulesed or live lamb cut-free, putting the nation’s status as a leading wool supplier at risk.

Another clear red flag for the Industry and Australian wool growers are the clear signals coming out of the European Parliament where ensuring animal welfare through trade is a major policy focus.  

“Brands want wool that has not been subjected to live lamb cutting, and they’re willing to go elsewhere — or switch to alternative materials — if Australia can’t provide it,” added Ward. “The message is simple: adapt or be left behind.”

“Brands want wool that has not been subjected to live lamb cutting, and they’re willing to go elsewhere — or switch to alternative materials — if Australia can’t provide it,” added Ward. “The message is simple: adapt or be left behind.”

FOUR PAWS commends H&M for its leadership in taking a stand for animal welfare, even in the face of complex supply chain challenges. Their commitment shows that meaningful change is possible — and profitable — when brands set ambitious, time-bound goals and follow through.

“This is a win not just for animals, but for consumers, and brands seeking ethical choices,” said Ward. “We urge all retailers to follow H&M’s example and commit to a live lamb cut-free future.”

In 2024, FOUR PAWS published The Broken Promise: The Australian wool industry’s failure to end live lamb cutting (mulesing), and why governments must step in.

FOUR PAWS Australia is a member of the Australian Alliance for Animals. www.four-paws.org.au