80% Goose Down Claimed, but Actual Content Only 30%... E-Land Also Misled on Padding Blend Ratio

CEO Dodongju Issues Apology
Charging Material Inspection Reveals Goose Down Content Below Standard

E-Land World’s fashion brand Who.A.U has officially apologized for the mislabeling issue regarding the filling material ratio in their goose down jumper products.

On the 2nd, rental notices were posted in various places on the streets of Myeongdong, Seoul, creating a quiet atmosphere. Photo by Moon Honam munonam@

On the 6th, Cho Dong-joo, CEO of E-Land World’s fashion division, stated in a press release, "We feel a heavy sense of responsibility and offer our sincere apologies for Who.A.U’s products not meeting the promised quality standards." He added, "On the 3rd, during the inspection process of the filling material in Who.A.U’s goose down jumper products, we confirmed that the labeled goose down content was below the standard."

The product in question is the Who.A.U goose down jumper (product number: WHJDE4V37U). The filling ratio was labeled as 80% goose down and 20% duck down, but the inspection revealed it actually contained 30% goose down and 70% duck down.

CEO Cho emphasized, "The fundamental cause was relying solely on the quality assurance of our overseas local partner and neglecting our own verification procedures." He continued, "Who.A.U immediately stopped selling the product once the issue was confirmed and is currently conducting a recall of all products in circulation." E-Land World plans to destroy all recalled products as soon as they are collected.

Customers who purchased the product will receive a 100% refund upon return. Additionally, mileage points usable immediately on the official Who.A.U website, equivalent to the purchase amount, will be provided as compensation.

In conclusion, CEO Cho stated, "To prevent recurrence, we will improve the entire quality management system. We will strengthen quality verification throughout the entire process from raw material procurement to final product shipment and add repeated inspection procedures to establish a stricter quality control system."

Meanwhile, recently in the fashion industry, controversies have arisen as products, mainly padding and coats, were sold with inaccurately labeled material ratios. Rapper Store, a brand on the fashion platform Musinsa, was found to have falsely labeled the filling ratio of their duck down Arctic hooded padding and will be removed from Musinsa and 29CM starting April 1. The problematic product’s information stated 80% down filling, but the actual usage rate was only about 3%. According to the Korea Consumer Agency, to label a product as down, the down content must be at least 75%.

Musinsa, as a sales platform, is continuously verifying the authenticity of material ratio advertisements, focusing on winter representative clothing items such as padding and coats to enhance consumer trust. Furthermore, they regularly inspect detailed information of targeted product groups and enforce a 'three strikes out' policy, removing brands after three violations.