A surprising number of people (more than zero) don’t realize that down, a cozy insulation material used in clothes and bedding, comes from an animal. It does: down consists of the fine, cozy feathers closest to the skin of ducks and geese. The down that we use today mostly comes from birds raised for food in Eastern Europe and in China. How can companies balance eco-conscious customers and the supply chain of feathers?

Outwear maker The North Face figures that its customers would prefer to know that the birds that the filling in their jackets had some basic treatment, like access to fresh food and water, and maybe some sunlight during their lives. Bloomberg Businessweek reports that the North Face took the lead in designing this standard, and other companies that sell products using down are joining them.

Products made using this standard haven’t hit stores yet, but Renewable Down Standard, as it’s called, will be available to cuddle up to soon enough. The fluff is in factories right now.

Competitor Patagonia has had its own humane down-sourcing standards since 2007. For now, the sustainable label will only go on premium lines at North Face, but the company hopes that other retailers will join them. If “birds not treated horribly” becomes the default across the industry, prices will eventually fall.

North Face and H&M Try to Clean Up the Down Business [Bloomberg Businessweek]

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