Animal rights activists target down feathers in fashion.
In a significant move, the Stockholm-based global retailer H&M has announced that it will no longer source virgin down for its products.
In a statement released on Friday, an H&M spokesperson confirmed,
“We aim to only use down and feathers from post-consumer recycled sources by the end of 2025. This aligns with our long-standing ambition to shift toward recycled and sustainably sourced materials across all the materials we use. We estimate that around 90 percent of the down and feathers in our products currently come from post-consumer recycled sources.”
H&M, like many other apparel and home decor brands, uses down feathers in items such as puffer jackets and pillows. Puffer jackets have become a staple in fall and winter wardrobes, with lightweight styles and vests extending their appeal beyond traditional seasons.
However, increased competition and unseasonably warm winters in some regions have made this category more challenging for brands. Despite these hurdles, the U.S. down jacket market was valued at $178.76 billion last year and is projected to grow at a compound annual growth rate of 12.2 percent from this year to 2030, potentially reaching nearly $400.66 billion in sales, according to Maximize Market Research.
H&M’s decision comes after extensive efforts by the People for the Ethical Treatment of Animals (PETA), including an appeal from Oscar-winning actor Joaquin Phoenix, demonstrations outside H&M stores, and other initiatives. PETA announced that their outreach included shareholder resolutions and over 150,000 letters of support.
In 2021, PETA collaborated with H&M on the Co-exist Story, a vegan collection featuring menswear, womenswear, and childrenswear approved by PETA. For this line, H&M replaced goose down with wildflowers for puffer pieces and used grape skins for faux leather pants. The collection also included sustainably sourced materials like natural rubber, recycled nylon, and recycled polyester. Notably, the Co-exist Story introduced vegan makeup certified by the Vegan Society—a first for H&M.
