Canada Goose, a fashion brand popular for its fur-trimmed parka jackets, has its discontinuity on the use of real fur in its clothing products.

The Canadian company has revealed plans of stopping the purchase of fur by the end of this year and put the manufacturing products to a halt by 2022.

In his reaction, the chief executive of Humane Canada, Barbara Cartwright said: “We applaud Canada Goose’s commitment to end the use of all fur by late 2022 and the leadership position they are taking in their industry.”

The executive director of the Humane Society International/UK, Claire Bass, described the news as “another major blow to the global fur trade”.

Canada Goose was founded in Toronto in 1957 and has for a long time a target of the anti-fur movement. The animal rights organization, Peta, has campaigned against the use of animal furs for over a decade with staged protests outside the company’s New York store in March.

“Peta and its affiliates are suspending their international campaigns against Canada Goose today, after years of eye-catching protests, hard-hitting exposés, celebrity actions, and legal battles, as the company has finally conceded and will stop using fur – sparing sensitive, intelligent coyotes from being caught and killed in barbaric steel traps,” the organization said.

“Peta will now re-engage the company to push for an end to its use of feathers, which geese and ducks continue to suffer for.”

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However, the fashion brand has been hesitant to shift its business away from fur as it announced in April last year that it would only use reclaimed fur.

Meanwhile, the decision to stop using fur completely has been presented as part of the same trajectory.

Canada Goose’s president and CEO, Dani Reiss, told the New York Times: “The fact that we’ve been targeted did not factor into this decision at all.

“Our focus has always been on making products that deliver exceptional quality, protection from the elements, and perform the way consumers need them to.

“This decision transforms how we will continue to do just that. We are accelerating the sustainable evolution of our designs.”

It appears the company has realized out of fashion the place of fur is. Recall that London fashion week banned fur from its catwalks in 2018, and hundreds of fashion brands including Gucci, Prada, and Versace are fur-free.

Today, wearing a fur coat appears to no longer be trendy as a status symbol. The Queen and Kim Kardashian stopped wearing new fur in 2019, and Carrie Johnson, the prime minister’s wife, has described anyone buying fur as “really sick”.

Moreover, the anti-fur movement may get a further boost as the UK government recently launched a public consultation to gather opinions on the sale of the material. There might be a ban on the sale of fur materials following this development in the UK.