In recent years, down jackets with small blue and red patches on the arms have become ubiquitous. It would be difficult to walk a New York street on a cold day without spotting the Canada Goose outerwear. Today, the brand, one of the pioneers of luxury winter clothing, is making a big change: it no longer offers fur.

Today, Canada Goose announced that it plans to stop buying fur by the end of this year and will stop manufacturing with fur by the end of 2022. Although the brand offered coats without fur, many of their most popular styles included a fur trimmed hood. Anti-fur groups pressured the brand to stop using the material for a while, and in April 2020, Canada Goose said it would stop using new fur and switch to the recovered fur. The brand has decided to switch to a total ban for environmental reasons.

“The decision is driven by our purpose and our focus on sustainability and innovation,” said Dani Reiss, President and CEO of Canada Goose. WWD. “We know that consumers place more importance on brands and their sustainability.”

“Sustainability is a huge thing and it shines through in our Humanature platform,” he continued. “Personally, I think companies that don’t scale and aren’t good for the world won’t be around in 20 years. It is up to businesses to be the catalyst for this change. Now is the right time for us to make this kind of long-term transformative transition. “

Animal rights activists praise Reiss for turning her grandfather’s business into a global outerwear powerhouse, which expects to generate sales of over C $ 1 billion this year .

“This is an important step forward in building a more humane and sustainable world,” said Barbara Cartwright, CEO of Humane Canada, by WWD. “We applaud Canada Goose’s commitment to end the use of all furs by the end of 2022 and its leadership position in its industry.

Reiss noted that this change will not affect the warmth of the jackets or the quality. He noted, “At the end of the day, it’s my job, our job to make the best products in the world, the warmest jackets in the world and I know we can do it without the fur.

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