Canada Goose to stop using fur on its luxury products, leading to a boost on the stock market
- The company announced that their 'future is fur free' in a post on Twitter
- 'As a brand driven by our purpose, we are committing to a future without fur,' Canada Goose wrote. They are known for their $1,000 parkas
- In 2021, they will stop purchasing fur, ceasing manufacturing with it in 2022
- Humane Society International were among those celebrating the decision
- It had in 2020 unveiled plans to introduce reclaimed fur into its supply chain
- Wild coyote fur has been an essential part of the company's fur-trim parkas since its founding in 1957
- The company has long drawn criticism from animal welfare organizations such as the People for Ethical Treatment of Animals (PETA)
- PETA has called it a symbol that 'represents anything but warmth,' as its winter parkas have their hoods lined with fur trim
- As of about 3:30pm, shares in the company were up 2.91 percent on the day, rising to $42.08 per share
Luxury parka maker Canada Goose said on Thursday it would stop making its products with fur by the end of 2022 as the company looks to become more environmentally conscious after years of backlash over its use of coyote fur.
The company announced that their 'future is fur free' in a post on Twitter on Thursday morning.
'As a brand driven by our purpose, we are committing to a future without fur,' Canada Goose wrote.
'In 2021, we will end the purchase of all fur and cease manufacturing with fur in 2022.'
CEO Dani Reiss told WWD, 'The decision is driven by our purpose and our focus on sustainability and innovation.'
'We know that consumers are putting more importance on brands and their sustainability,' Reiss added.
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Dani Reiss, president and chief executive officer of Canada Goose, said Canada Goose was dropping fur due to the company's 'purpose and focus on sustainability and innovation'
'As a brand driven by our purpose, we are committing to a future without fur,' Canada Goose announced on Twitter on Thursday morning
Canada Goose, known for its $1,000 parkas, will also stop buying fur by the end of this year. It had in 2020 unveiled plans to introduce reclaimed fur into its supply chain
Humane Society International were among those celebrating the decision.
'For years, Canada Goose's trademark parka jackets with coyote fur trim have been synonymous with fur cruelty but their announcement today is another major blow to the global fur trade,' executive director Claire Bass told the BBC.
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'Canada Goose's fur-free policy will spare untold thousands of coyotes from being maimed and killed in cruel metal leg-hold traps,' she added.
Former NHL player Jordin Tootoo, who has a partnership with the company, called it a 'brave decision.'
Canada Goose, known for its $1,000 parkas, will also stop buying fur by the end of this year. It had in 2020 unveiled plans to introduce reclaimed fur into its supply chain.
Wild coyote fur has been an essential part of the company's fur-trim parkas since its founding in 1957, according to CNN.
When the company filed for an IPO in 2017, they expressed wariness about the status of their reputation and sales around protests and animal welfare activists.
Thursday's news only appeared to do favors for Canada Goose on the stock market, though.
As of about 3:30pm, shares in the company were up 2.91 percent on the day, rising to $42.08 per share.
As of about 3:30pm, shares in the company were up 2.91 percent on the day, rising to $42.08 per share
The company has long drawn criticism from animal welfare organizations such as the People for Ethical Treatment of Animals (PETA), which has called it a symbol that 'represents anything but warmth,' as its winter parkas have their hoods lined with fur trim.
Canada Goose's website, however, says it still uses natural down in jackets, even as PETA alleges the down industry uses painful methods to kill geese for making jackets.
PETA tweeted about the company's announcement, saying: '#CanadaGoose is ending its support of cruel trapping like this by dropping fur!' They accompanied the post with a GIF of a coyote being trapped.
Several Canada Goose peers, including Versace, Michael Kors and Gucci, have recently decided to go fur-free, while apparel makers Nike and Gap are looking to make their products more sustainable to cater to eco-conscious shoppers.
Macy's and Bloomingdale's announced an end to their fur sales in October 2019, which is set to take effect this year.
Two months ago, Saks Fifth Avenue also promised to stop selling animal fur products by the end of the next fiscal year.
Prada and Burberry are two additional brands that have started to limit or end fur usage in their collections.
Earlier this year, Canada Goose released their 'most sustainable parka to date,' which used 30 percent less carbon and 65 less water during production when compared to the typical design.
The company, which is based in Toronto, aims to achieve net-zero carbon emissions in the next few years, by 2025.
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