H&M to phase out new down feathers by the end of 2025
Following pressure from animal advocates around the world H&M has officially pledged to phase out the use of new down in favor of synthetic materials and post-consumer recycled down.
Fashion retailer H&M has announced plans to phase out its use of new down and feathers by the end of 2025 after years of pressure from animal rights activists.
The process of sourcing down feathers, typically used in the fashion and home decor industries for items such as puffer jackets and pillows, involves extreme animal cruelty. Undercover investigations have shown that live-plucking is rife in the down industry, despite accreditation schemes assuring consumers that it is not happening.
Live-plucking involves workers ripping out birds’ feathers while the animals are fully conscious.
As the feathers grow back after around six to seven weeks, this practice is repeated regularly, with some ducks and geese reportedly plucked up to 16 times throughout their lives. According to People for the Ethical Treatment of Animals (PETA), these birds are also kept in unsanitary conditions, confined to sheds or barren lots contaminated with waste. At slaughterhouses, inadequate stunning procedures often leave birds conscious when their throats are cut and as they are lowered into scalding de-feathering tanks.
Now, H&M has responded to ethical and environmental concerns of the down industry by agreeing to transition to exclusively using synthetic materials and post-consumer recycled down for products like jackets and bedding.
“We can confirm that we aim to only use down and feathers from postconsumer recycled sources by the end of 2025. This is in line with our long-standing ambition to shift toward recycled and sustainably sourced materials across all the materials we use. We estimate around 90 percent of the down and feathers in our products come from postconsumer recycled sources.”
As the second-largest clothing retailer globally, this decision sets a powerful example, sparing countless ducks and geese from suffering for fashion. PETA said the move will “spare ducks and geese the misery of being plucked and a painful and frightening death”.
Animal welfare groups have urged H&M to drop down in favor of cruelty-free alternatives for years.
PETA has launched numerous appeals and demonstrations at H&M stores around the world and sent letters to the company from more than 150,000 supporters.
“H&M’s decision is a lifesaving win for ducks and geese and a major first step toward a fabulous animal-free future. PETA is celebrating the excellent example of action by H&M and urges retailers everywhere to follow its lead and stop bankrolling the cruel down industry.”
Last year, Oscar winner Joaquin Phoenix also called on consumers to avoid products that contain down in a video detailing the “unspeakable cruelty” inflicted on ducks in the industry.
“The only way to end this cruelty and spare ducks is to stop buying items that contain feathers,” said Phoenix, a long-time vegan and animal activist, in the video. “Please remember to check labels, and if they list ‘down’ or ‘responsible’ down, think of these ducks and leave the item on the rack or shelf.”
Meanwhile, 5,000 individuals signed Species Unite’s urgent petition demanding change, joining the global movement that helped push H&M to make this significant commitment and take a stand against cruelty to birds.
“This is a major victory for ducks, geese, and the future of fashion, as one of the world’s largest retailers makes a powerful statement about the importance of embracing change and working towards more ethical and sustainable practices,” said Santina Polky, Species Unite Campaigns and Development Director. “Thank you to the over 5,000 members of this community who spoke out against down for being a part of this incredible win for compassion and common sense. Together, we are making the world a better place for animals.”
H&M’s monumental decision comes on the heels of another win for birds after Victoria’s Secret announced it will no longer use real feathers in its fashion show. The retail brand - which has previously used as many as 620,000 feathers in a single show shunned animal feathers in favor of handcrafted faux feathers for its iconic fashion show return.
Ethical luxury fashion pioneer Stella McCartney recently led a campaign encouraging other designers to sign PETA’s feather-free pledge, agreeing never to use feathers in their collections.
Designers such as Felder Felder, Richard Malone, Patrick McDowell, and Vin + Omi, along with brands like Gymshark, Omnes, and Skinnydip London, have taken the pledge.
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