Success for animal rights activists: this fashion giant will no longer use down in future

Stockholm - The well-known fashion company H&M recently announced that it will no longer be using reclaimed down - worldwide.

In future, H&M will only use synthetic or recycled down.
In future, H&M will only use synthetic or recycled down.  © Axel Heimken/dpa

This announcement was made in response to campaigns by PETA Germany with international partner organizations and celebrity supporters - including "Joker" star Joaquin Phoenix (49).

There had been repeated demonstrations in front of H&M stores around the world. There were also more than 150,000 supporters who had sent shareholder resolutions and letters to the company.

In future, the world's second largest clothing company will use synthetic or recycled down. The switch is to be implemented by the end of 2025 at the latest.

H&M has already worked together with PETA on the "Co-exist Story" - a campaign that focused on alternatives to animal materials. The resulting collection, for example, used down from wild flowers (FLWRDN).

The problem with the down

Many of the geese and ducks on the farms die prematurely due to the adverse living conditions.
Many of the geese and ducks on the farms die prematurely due to the adverse living conditions.  © Robert Michael/dpa-Zentralbild/dpa

A large proportion of the down used today comes from farms in Asia, particularly China. In Europe, it comes mainly from countries such as Hungary, Romania and Poland.

There, so-called "live plucking" is still practiced on ducks and geese. This involves plucking the feathers from the animals without anaesthetic.

This cruel process takes place up to 15 times during their lifetime until they are finally killed in the slaughterhouse.

The farms are often completely overcrowded and the birds spend their time in dark halls. The animalsare also expected to grow quickly in order to maximize profits. The rapid weight gain often leads to joint inflammation, respiratory distress or heart failure.