H&M wants to ban the use of new down from its strategy by the end of 2025. The company confirmed this to WWD after reporting from animal rights organization Peta. After 2025, it wants to use only recycled down.
The recycled down comes from second-hand items. H&M tells WWD that it already uses post-consumer recycled down for 90 percent of its products.
“H&M’s decision is a lifesaving victory for ducks and geese and an important first step toward a fantastic animal-free future,” said Peta Executive Vice President Tracy Reiman, in the animal rights organization’s press release. “Peta welcomes H&M’s excellent example of action and urges retailers to follow H&M’s lead and stop funding the cruel down industry.”
