H&M to phase out new down fiber

The H&M Group will no longer source new down feathers for its brands as it opts to source more recycled materials, a company spokesperson confirmed to Fashion Dive.

By the end of 2025, H&M plans to only use down and feathers from post-consumer recycled sources. To date, the fast fashion company estimates that about 90% of down and feathers in its products already come from such sources. 

“This is in line with our long-standing ambition to shift toward recycled and sustainably sourced materials across all the materials we use,” the spokesperson said in an email.

The company’s animal welfare policy involves sourcing “all animal-derived materials from certified farms with improved animal welfare practices in place.” In addition H&M’s policy stated that it is looking to reduce its dependency on virgin resources and use recycled animal fibers.

The news follows a campaign by People for the Ethical Treatment of Animals, or PETA, calling on consumers to avoid anything made with down. It additionally accused both H&M and Gap of deceptively using a “Responsible Down Standard” label on items.

“H&M’s decision is a lifesaving win for ducks and geese and a major first step toward a fabulous animal-free future,” Tracy Reiman, PETA Executive Vice President, said in a news release sent to Fashion Dive. “PETA is celebrating the excellent example of action by H&M and urges retailers everywhere to follow its lead and stop bankrolling the cruel down industry.”

In 2021, H&M and PETA collaborated to promote a vegan collection made with alternate materials called Co-exist Story. That collection included a down alternative, called FLWRDWN, made from wildflowers.