H&M made this pivotal decision following a PETA investigation that revealed shocking footage of goat mistreatment in China and Mongolia, the world's leading cashmere exporters responsible for 90% of global production.
A single video changed everything. In response to PETA's recent report, the fast-fashion giant H&M announced it will eliminate "conventional" cashmere sales entirely by 2020. The footage, shared in two parts on PETA's Twitter, captures goats enduring brutal treatment: their hair yanked out with metal combs before slaughter (view excerpts in our video above—viewer discretion advised, as the images are disturbing).
"PETA has informed us that there are animal welfare issues in cashmere production, and we agree with them that these need to be addressed...We will continue to work to a more transparent supply chain, where cashmere comes from sustainable sources that are independently certified by standards that cover both animal welfare and environmental aspects," H&M Group stated to the Wall Street Journal on Monday, May 13.
As one of the textile industry's largest players, H&M's move marks a win for animal welfare and the environment, despite cashmere's production impacts. Sustainable alternatives are on the horizon.
