Canada Goose will no longer be using fur in any of its products. The announcement from the luxury parka brand came on Thursday. Many are attributing it to the ever-growing trend toward sustainability in the fashion industry.

Of course, the Canadian brand is most famous for its use of coyote fur in its popular jackets. They’ve received a great deal of backlash over the years from various animal rights activist groups. The recently announced mission promises to end the purchase of all fur in 2021 and cease manufacturing with fur altogether in 2022.

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This timeframe lines up with the recent commitment made by luxury department store Holt Renfew, who also recently stated they will not be selling any products containing fur by the end of this year. It also coincides with a greater push in the market overall towards sustainability.

According to Global News, PETA president Ingrid Newkirk has said that the animal rights groups “is suspending its international campaigns against Canada Goose” in response to the announcement. They will, however, be refocusing their efforts to “push the company to end its use of goose and duck feathers.”

So, there you have it! Massive companies like Canada Goose and Holt Renfrew standing behind sustainability is a pretty darn big deal when it comes to climate change efforts in the fashion industry. We can only hope it’ll have a trickle-down effect on convincing other brands to get on board for the planet.