In a significant step toward sustainability and animal welfare, H&M announced on October 4, 2024, that it will phase out the use of virgin down by the end of 2025. This decision means that the company will no longer source new down and feathers, materials often harvested from ducks and geese, for its products. Instead, H&M plans to switch exclusively to synthetic or post-consumer recycled down in its clothing and home goods collections. The company stated that currently 90% of the down it uses is recycled, and this move will ensure that all its down materials come from sustainable sources by the set deadline.
This initiative follows a campaign led by PETA, which included protests and public pressure to stop using virgin down. The decision marks a victory for animal rights advocates who have long criticized the down industry for its inhumane practices, including the plucking of live birds. By shifting away from new down, H&M is aligning with its broader sustainability goals and responding to the growing demand for cruelty-free fashion alternatives.
H&M’s commitment is seen as a major step in the fashion industry, and it is expected to inspire other retailers to follow suit. As one of the world’s largest clothing retailers, H&M’s decision could set a precedent for brands prioritizing animal welfare and environmental responsibility in their business practices.
