You spoke and H&M listened!
Big Win! H&M, the world’s second-largest clothing retailer, has pledged to stop sourcing new down feathers for all its brands globally, sparing countless ducks and geese from cruel treatment and inhumane deaths.”
PETA played a crucial role in this development, with campaigns supported by celebrity endorsements, including actor Joaquin Phoenix, and public demonstrations.
These efforts highlighted the ethical issues associated with down feathers, prompting H&M to take decisive action.
The transition to sustainable alternatives is part of H&M’s collaboration with PETA, known as the “Co-Exist Story.” This initiative introduced FLWRDWN, a vegan down alternative made from wildflowers, and other sustainable materials like VEGEA and ECONYL.
These innovations reflect a growing trend in the fashion industry towards animal-friendly materials, offering both ethical and environmental benefits.
H&M has announced a plan to eliminate the use of new down feathers across all its brands by the end of 2025.
This decision, driven by advocacy from PETA, aims to prevent the suffering of ducks and geese in the down industry. The company intends to replace down with synthetic or post-consumer recycled materials, reinforcing its commitment to sustainable and ethical fashion.
PETA continues to advocate for industry-wide change, urging other retailers to follow H&M’s example. The organisation encourages consumers to support cruelty-free products and contact companies such as Target, Descente, and ASICS to promote ethical sourcing.
H&M’s decision marks a significant step in the fashion industry’s shift towards sustainable practices, setting a precedent for other companies to prioritise animal welfare and environmental responsibility.
Suggested read: Victoria’s Secret Ditches Real Feathers for Stunning Faux in Fashion Show Comeback!
Jac has been vegan for 15 years – long enough to wonder if tofu owes her a loyalty card. Hailing from Scotland, she enjoys the breathtaking scenery and believes vegan haggis deserves more appreciation. A proud mum to a curious and energetic daughter, Jac spends her time hiking scenic trails, devouring books, practicing yoga, honing her badminton skills, and creating colourful artwork with her trusty colouring pens. She’s passionate about living a vibrant, compassionate, and cruelty-free life, all while championing the magic of tofu.
Really warm news to hear H&M making such a compassionate choice. It’s high time all corporations take responsibility for their impact on all beings. Kudos to PETA and everyone involved!
Wonder how long it’ll take before they find another thing people get upset about. Seems like a never-ending cycle.
oh wow, guess the ducks can sleep easy now, eh? as if my jumper choice was keeping them up at night haha.
This is a step in the right direction, but does anyone know if H&M has plans for recycled or synthetic down alternatives? Sustainability is key!
Jen, great point! Last I checked, they’re exploring sustainable alternatives. Recycled polyester is on the table, which is fantastic news!
Absolutely love seeing a big name like H&M taking notice of sustainability issues. It sets such an important precedent for the rest of the industry.
Interesting move by H&M. Guess it’s good for the ducks and geese. Wonder how this will affect their product quality and pricing though.