Swedish clothing retailer H&M has announced that it plans to phase out the use of raw down and feathers, materials that come from ducks and geese and are used in many of the brand's items, reports Reuters.
"We will aim to use only down and feathers from recycled sources by the end of 2025," the company said, adding that currently around 90% of down and feathers in its products are recycled from used items.
Animal welfare groups such as People for the Ethical Treatment of Animals (PETA) have for years campaigned for fashion brands and retailers to stop using fur, fur and other animal products.
PETA activists in duck suits staged an anti-down protest at H&M's annual shareholder meeting earlier this year. After convincing leading brands and designers to stop using fur and leather, animal rights activists set their sights on getting more brands to ditch down feathers.
"We can confirm that we aim to only use down and feathers from post-consumer recycled sources by the end of 2025. This is in line with our long-standing ambition to move towards recycling and sustainably sourced materials in all the materials we use." , H&M also announced.
The company will have accurate data on materials used after this year is over and this component is audited.
H&M, like many other clothing companies and home decor brands, uses down feathers for down jackets, pillows and other items. Down jackets have been popular for so long that the category has become a staple of the fall and winter wardrobe. Lightweight styles and cardigans have also broadened their seasonal appeal for some consumers.
But increased competition and unusually warmer winters in some regions of the world have made the category more challenging for some brands. However, in the US, the down jacket market was $178,76 billion last year and is expected to increase at a CAGR of 12,2 percent from this year to 2030, with a projected reach of nearly $400,66 billion dollars of sales.
Permanent cooperation
H&M's decision comes after efforts by PETA, an appeal by Oscar-winning actor Joaquin Phoenix, demonstrations outside H&M stores and other actions by eco-activists.
In announcing the news, PETA cited other disclosures such as shareholder resolutions and more than 150 letters of support.
In 2021, PETA began a collaboration with H&M on Co-exist Story, a vegan collection of women's, men's and children's clothing that is PETA-approved. For this range, instead of using goose down, H&M used wildflowers. The faux leather pants were made from grape skins.
In addition to these animal-substitute fabrics, there are materials with more sustainable origins, such as natural rubber, recycled nylon and recycled polyester. The Co-exist Story also introduced vegan makeup that was certified by the Vegan Society, a first for H&M.