A Victory for Birds! H&M Bans New Down Feathers Following PETA Campaign
Victory! H&M—the second-largest clothing retailer in the world—has committed to no longer sourcing any new down feathers for any of its brands worldwide, a move that will spare ducks and geese a miserable life and a terrifying death.
The announcement comes after PETA’s appeals, including one from Joaquin Phoenix, as well as demonstrations at H&M stores around the world, shareholder resolutions, and letters from more than 150,000 supporters of the group and PETA international entities.
What Are Some of the Vegan Materials H&M Might Use Now?
H&M is eradicating the use of down altogether by using only synthetic or post-consumer recycled down for its jackets and bedding by the end of 2025 or sooner as the process takes flight.
Before our campaign started, PETA collaborated with H&M to create the “Co-Exist Story,” which featured FLWRDWN—a vegan down made from wildflowers. The collection included other sustainably sourced materials like VEGEA, a leather made from grape skins, and ECONYL, a regenerated nylon created from waste, such as fishing nets and fabric scraps.
Some other innovative non-animal options include TENCEL insulation; Ponda’s BioPuff, which is made from plant fibers; Thermore’s Ecodown Fibers Ocean, which is made from recycled ocean-bound plastics (plastic waste makes up as much as 80% of marine pollution); and Flocus, which is made from kapok seed pods.
These are just a few examples of exciting animal-friendly materials that fashion brands can choose from instead of using feathers stolen from highly sensitive, social, and family-oriented ducks and geese.
Take Action to Help Protect Ducks and Geese Used by the Down Industry
PETA is urging retailers everywhere to follow H&M’s lead by no longer bankrolling the cruel down industry. You can help by asking companies to stop selling down today:
