Photos by Topshop

The British high street just got a lot more bird-friendly, thanks to a commitment by brands such as ASOS, Boohoo, Topshop, Miss Selfridge, Primark, Oasis, and Whistles to nix down feathers from their clothing. The move, according to the British arm of People for the Ethical Treatment of Animals, occurred in the aftermath of the animal-rights group’s June exposé, which revealed workers pinning down struggling geese as they rip feathers from the animals’ flesh. PETA used the footage as an indictment of the Responsible Down Standard, a chain-of-custody process designed to help companies source down from ducks and geese that haven’t been forced-fed or live-plucked. The wave of voluntary bans echoes a similar industry-wide denouncement of angora wool in 2015.

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“Just as they did with cruelly obtained angora wool, forward-thinking fashion brands are jumping to meet the demands of today’s compassionate consumers, who want nothing to do with an industry that rips out live birds’ feathers”, Yvonne Taylor, senior manager of corporate projects at PETA U.K., said in a statement.

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No word yet on what the companies will be using in lieu of down, but alternatives abound when it comes to animal-free insulation.

“PETA will continue to work with retailers across the U.K. to ditch feathers in favor of natural or high-tech synthetic fillers that are hypoallergenic, warm, eco-friendly and infinitely kinder to birds,” Taylor added.

+ People for the Ethical Treatment of Animals