Canada Goose, as of 2022 will no longer purchase new fur but instead re-use and buy existing fur in its supply chain as part of an eco-friendly initiative. They have said that they will be using reclaimed fur from both the marketplace as well as buying back fur from existing coats in the coming months. This is all part of the company’s sustainability report that was published last week. They have said that they want to ‘do the right thing for the environment and future of our planet.’

Whilst Canada Goose’s coyote fur is an iconic feature on the coats it also offers protection against wind, snow and ice. The brand has argued that is a superior material as the coyote fur disrupts airflow and doesn’t freeze or hold water, so it is unlikely that they will ever completely stop using real fur. Although the Executive Director of Humane Society has said “A cleaner and clearer commitment to sustainability will hopefully see Canada Goose in the near future investing in the development of bio-fake-furs and closed-loop recycling of synthetic fur materials.”

Many fashion companies such as Stella McCartney, Gucci and Ralph Lauren made the decision to scrap the usage of real fur in their products years ago. Yet Canada Goose is one of the remaining brands to still do so. The controversy of using fur hasn’t stopped people buying as the company reported £830.5M in revenue in 2019 a significant growth on 2018’s £591.2M. Even celebrity’s publicly support the brand. In 2018 Drake collaborated with Canada Goose to create some fur-trimmed products. And other celebs, including Rihanna and Daniel Craig have been spotted sporting a Canada Goose coat.