• Home
  • News
  • Business
  • H&M to halt sale of virgin down by 2025

H&M to halt sale of virgin down by 2025

Swedish retail giant H&M has confirmed that it plans to halt the sale of virgin down by the end of 2025. It is now set on transitioning to sourcing only synthetic or post-consumer recycled down for its jackets and home goods.

The company had been facing heightened pressure from the People for the Ethical Treatment of Animals (PETA), which said that H&m’s decision comes after a PETA campaign consisting of celebrity appeals, demonstrations outside H&M stores, shareholder resolutions and letters from over 150,000 PETA supporters.

In a statement to FashionUnited, PETA executive vice president, Tracy Reiman, said: “H&M’s decision is a lifesaving win for ducks and geese and a major first step toward a fabulous animal-free future.

“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.”

H&M confirmed the news in a statement to WWD, to which it noted that it already uses post-consumer recycled down for 90 percent of its products.

The retailer previously worked with PETA on a collaborative ‘Co-Exist Story’ in 2021, which featured Flwrdwn, a vegan down made of wildflowers that was used for the collection’s puffer jackets.

Power your fashion business decisions. Unlock exclusive news, data, and expert insights by subscribing today.

OR CONTINUE WITH
Animal Rights
Down
H&M
PETA