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American fashion brand Coach is the latest designer to pledge to ditch fur.

The company announced it will have completely phased out next year, with plans for a fur-free Fall/Winter 2019 collection next February at Fashion Week.

It joins a growing list of top designers who have renounced fur, including Givenchy, Versace, and Gucci among others.

The right thing to do

“We understood from our employee population and from our consumers that it was important to them that we take a stand on this issue,” Coach Chief Executive Joshua Schulman told Business of Fashion.

“We’re doing it because we believe it’s the right thing to do”

He added that fur has ‘never been a significant part of Coach’s business’ and said alternatives to the fabric can ‘more than satisfy’ its requirements.

What people want

“After more than 11 years of PETA-led protests, shareholder resolutions, in-person meetings, and other efforts targeting the factory farming and electrocution of animals for their coats, Coach has agreed that it’ll end the sale of real fur, saying that it’s the ‘right thing to do’,” PETA Executive Vice President Tracy Reiman said in a statement.

“Today’s shoppers don’t want to wear the fur of tormented animals, and PETA looks forward to Coach pulling angora and mohair from its designs next.”