In a significant victory for animal welfare, H&M, the second-largest clothing retailer in the world, has committed to ending the use of virgin down feathers by the end of 2025.
H&M’s decision marks a significant advancement in the effort to eliminate cruelty toward ducks and geese, who frequently endure harsh and inhumane conditions within the down industry. By shifting to synthetic and recycled down alternatives, H&M is sparing countless animals from suffering and brutal deaths.
This decision follows persistent pressure from PETA, supported by public figures like Joaquin Phoenix, as well as global demonstrations and letters from over 150,000 supporters. The campaign to eliminate virgin down has been a long-fought battle, but H&M’s announcement signals a shift in the fashion industry toward more humane and sustainable practices.
The process of obtaining down feathers is extremely cruel and unnecessary. Birds are typically plucked alive, enduring agonizing pain, while they are restrained. The delicate skin of ducks and geese is brutally stripped of its feathers, leaving them with painful, open wounds.
In addition, birds are raised in filthy, cramped conditions, often slaughtered for their meat, while their feathers are harvested for bedding, jackets, and other garments.
H&M’s decision to eradicate the use of virgin down will not only eliminate their involvement in this inhumane supply chain but will also spare countless animals from cruelty while pushing the fashion industry toward more innovative, cruelty-free alternatives.
Prior to this campaign, H&M collaborated with PETA to launch the “Co-Exist Story” collection, featuring FLWRDWN, a vegan down made from wildflowers. This collection also highlighted other sustainably sourced materials, such as VEGEA—a leather alternative made from grape skins—and ECONYL, a regenerated nylon created from waste, like discarded fishing nets.
By the end of 2025, H&M plans to use only synthetic or post-consumer recycled down for its entire range of jackets and bedding. This is a monumental step toward a more compassionate fashion industry, setting a precedent for other major brands to follow suit.
As we celebrate this historic victory, let’s continue pushing for more brands to #MakeCompassionTheFashion and prioritize sustainability and ethics over profit.
