H&M will eliminate Virgin Down by the end of 2025

Swedish clothing retailer H&M said Friday it plans to phase out the use of virgin down and feathers, materials sourced from ducks and geese and used in puffer jackets, pillows and other items.

“Our goal is to only use down and feathers from post-consumer recycled sources by the end of 2025,” H&M said in an emailed statement, adding that currently about 90% of the down and feathers in its products are recycled from used items.

Animal welfare groups such as People for the Ethical Treatment of Animals (PETA) have campaigned for years for fashion brands and retailers to stop using down, leather and other animal products.

PETA activists dressed as ducks staged an anti-down protest at H&M's annual shareholder meeting earlier this year.