Britain's Burberry will no longer burn unsold luxury goods to protect its brand after an admission that it destroyed nearly $40 million (30.9 million pounds) worth of stock a year ago sparked a furore over waste in the fashion industry.
London designers have rejected real fur, and no one will be using it on the London Fashion Week catwalks for the spring 2019 season.
The company claimed that the process was "necessary", but that it would continue to seek ways to "reduce and revalue" its waste streams. It has previously defended its practice by saying that the energy generated from burning its goods was captured.
"This commitment builds on the goals that we set last year as part of our five-year responsibility agenda and is supported by our new strategy, which is helping tackle the causes of waste", the statement added.
"Modern luxury means being socially and environmentally responsible". Gobbetti added that the belief is core to Burberry and key to the company's long-term success, as the company is committed to applying creatively in the same way to all parts of the company as it does with its products. At that time, the question we wanted to ask the company was this: "When will Burberry stop supporting cruelty to animals ... and respect the will of 93% of the British public by removing all fur products from your stores?"More news: BMW Championship: Tiger Woods & Rory McIlroy share lead in Philadelphia
As of today, Burberry will stop burning unsold stock immediately.
It has also formed a partnership with a company called Elvis & Kresse, which creates luxury items from reclaimed materials.
At the same time, Burberry also established the Burberry Material Futures Research Group with the Royal College of Art to invent new sustainable materials.
Stockholders reportedly questioned the staggering number - which equates to approximately 20,000 of the brand's iconic trench coats - asking why the products weren't offered to the company's private investors. The attributes can range from using cotton sourced through the Better Cotton Initiative, leather from certified tanneries, or ensuring the person who made the garment is paid a living wage.
Campaign group Humane Society International said animal charities would unite during this year's major fashion shows to call on Italian brand Prada to follow Burberry's lead.