Fashion’s efforts to reduce animal-derived materials have largely centered on what goes inside its jackets.

Only 26 of 321 brands using animal-derived materials—8 percent—had committed to, or taken steps toward, reducing that use, according to Four Paws’ Animal Welfare in Fashion 2026 report. Commitments to replace virgin down with recycled or animal-free alternatives accounted for 85 percent of the reduction commitments identified.

The animal welfare organization assessed 332 brands in its Wear It Kind Directory, examining fur use, wool sourcing, live plucking and efforts to reduce animal-derived materials. Its findings point to a narrow focus on insulation, with few brands setting measurable targets to reduce animal-derived materials across their businesses.

Four Paws found that 14 percent of assessed brands had eliminated virgin down or taken action beyond certification to address live plucking risks. The report identifies H&M Group brands, Chloé and TFG London’s Hobbs, Phase Eight and Whistles among those introducing bans on virgin down. Superdry, Ted Baker and Boden were among those it said had ended down use altogether.

Jessica Medcalf, who oversees animal welfare in textiles at Four Paws, attributed the shift to the availability of alternatives and growing awareness of what the organization considers gaps in down certification.

“Brands are not simply relying on the natural attributes of down to create high-performance products,” Medcalf said.

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