Clothing brand Canada Goose, known for its fur-cut parka jackets, announced that it will end the use of real fur in its products. The Canadian company will stop purchasing fur by the end of this year and will cease production with fur by the end of 2022 at the latest.

“We applaud Canada Goose’s commitment to end all fur use by the end of 2022 and the leadership position they have taken in their industry,” said Barbara Cartwright, CEO of Humane Canada. Claire Bass, Managing Director of the Humane Society International/UK, called the news “another big blow to the global fur trade”.

Founded in Toronto in 1957, Canada Goose has long been the target of the anti-fur movement. Animal rights organization Peta has campaigned for 15 years to stop using fur and staged protests outside the company’s New York store in March. In the UK, two activists staged a 15-month protest outside the Regent Street store in London, and Leeds store Flannels was targeted in 2019 for stocking Canada Goose fur.

Peta and its affiliates are suspending their international campaigns against Canada Goose as after years of glamorous protests, harsh disclosures, celebrity actions and legal battles, the company has finally agreed and will stop using fur. Peta will now reconnect with the company to end the use of goose and duck feathers.

The brand has been slow to participate in a broader shift in fur. It announced in April last year that it would only use reclaimed fur. This was framed as an effort to be more sustainable rather than a response to more vocal anti-fur campaigns. The decision to completely abandon the use of fur was also presented as part of the same trajectory.

Dani Reiss, President and CEO of Canada Goose, told the New York Times: “Our targeting was by no means a factor in this decision. Our focus has always been to make products that offer exceptional quality, protection from the elements and perform as consumers need. “This decision changes how we continue to do that. We’re accelerating the sustainable evolution of our designs.”

It seems likely that the company was also affected by the fact that the fur is now outdated. London Fashion Week banned fur on their runways in 2018, and hundreds of fashion brands, including Gucci, Prada and Versace, are now making fur-free collections. The fur coat is no longer a status symbol, either. The Queen and Kim Kardashian stopped wearing new fur in 2019, and the prime minister’s wife, Carrie Johnson, has described anyone who buys fur as “really sick”.

The anti-fur movement could get stronger. The UK government launched a public consultation in May to gather feedback on the sale of the material. Depending on the feedback, there may be a complete ban on the sale of fur products nationwide.