H&M Halts Procurement of New Down Materials
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The fast-fashion company stated that it will only procure feathers from post-consumer recycled sources.
Published Date: October 11, 2024
Laurel Deppen
Journalist
H&M Group will no longer source new down for its brands and instead opt to use more recycled materials, a spokesperson confirmed to Fashion Dive.
By the end of 2025, H&M plans to exclusively use down from post-consumer recycled sources. To date, the fast-fashion company estimates that approximately 90% of the down in its products already comes from such sources.
“This aligns with our long-term goal of transitioning to recycled and sustainably sourced materials across all materials we use,” the spokesperson said in an email to Fashion Dive.
The company’s animal welfare policy involves sourcing animal-derived materials “from all certified farms and implementing improved animal welfare practices.” Additionally, H&M’s policy notes its efforts to reduce reliance on virgin resources and shift towards regenerative animal fibers.
This announcement follows a campaign by People for the Ethical Treatment of Animals (PETA), which urged consumers to avoid purchasing any products containing down and accused both H&M and Gap of misusing the “Responsible Down Standard” label on their goods.
“For ducks and geese, H&M’s decision is a life-saving victory and an important first step toward a cruelty-free future,” PETA Executive Vice President Tracy Reiman said in a press release to Fashion Dive. “PETA celebrates this exemplary move by H&M and urges retailers worldwide to follow its lead and stop funding the cruel down industry.”
In 2021, H&M collaborated with PETA to promote a vegan collection called Co-exist Story, which utilized alternative materials including FLWRDWN, a down substitute made from wildflowers.
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Source: Supply Chain Dive
