Patagonia Launches "What the Pluck" - A Film by Geoff McFetridge about Company's Shift to 100% Traceable Down


October 29, 2014

Heading into winter, Patagonia's goal is to help people understand where their goose down comes from. Down is a byproduct of the meat industry. Without safeguards to assure animal welfare, it can be a little scary. A short film the company released today is designed to put this issue at top of mind.

A little background… in 2002 Patagonia reintroduced down into the product line not examining where it was coming from and how it was produced. In 2010, the company was called out for animal cruelty in its down supply chain. Instead of playing defense, Patagonia met public criticism with transparency – taking a deep look at it's failings and discussing openly it's mistakes and intentions for fixing them. Patagonia poured resources into making it right – developing the highest standard for animal welfare in the business – and now the company is encouraging other companies to join in meeting this same high bar.

As a result of this tireless effort, all Patagonia down products now contain only 100% Traceable Down. All of the down in all of its's products can be traced back to birds that were never force–fed, never live–plucked – and Patagonia doesn't allow blended down, period. Patagonia 100% Traceable Down provides the highest assurance of animal welfare in the apparel industry.

Patagonia has a landing page to give a deeper look into the story at The film was drawn and animated by artist Geoff McFetridge and is set to Blue Oyster Cult’s Don’t Fear the Reaper.

Please be in contact with Adam ( if you have any questions or would like to talk to one of the Patagonia crew who helped turn the corner on down.