Earlier this week we reported on the new Responsible Down Standard, spearheaded by The North Face, Textile Exchange and other outdoor industry brands. Now, Patagonia is releasing its 100% Traceable Down, a project they have been developing for several seasons.Patagonia-traceable-down2

Traceable Down means that any product with this qualification (which now includes all down clothing produced by Patagonia) uses only down materials that have been gathered under the best conditions for animal welfare. Patagonia says that it can “trace” all of its down resources back to birds at the heart of production that are neither force-fed nor live-plucked.

To send its message home, Patagonia has launched a simultaneously entertaining and eye-opening video to explain why Traceable Down is so important. This isn’t your typical cartoon but rather an insightful look at the cruel processes behind the down clothing and bedding that makes a good argument for the changes that Patagonia and others have heralded.