Burberry to Stop Burning Clothing and Other Goods It Can’t Sell

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It will also phase out existing real fur products.

Burberry, Britain's largest luxury label by sales, revealed in its annual report in July that it had burned 28.6 million pounds, or about $37 million, of clothing and cosmetics.

"Modern luxury means being socially and environmentally responsible".

Finally, the company said Thursday that it would stop destroying unsold merchandise, adding that it would also stop selling products that used real animal fur.

In other news, the iconic British retailer will also no longer be disposing of unwanted and unsold stock by destroying it, after the practice sparked a firestorm of fury both inside and outside of the fashion industry.

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"Going forward, these and Angora will be banned", the statement said. In 2017, Burberry announced a five-year "responsibility agenda" to reuse, donate, and recycle unsold products.

"We are committed to applying the same creativity to all parts of Burberry as we do to our products", Gobbetti said.

"The BFC survey results reflect a cultural change based on ideals and choices made by designer businesses, global brands as well as consumer sentiment", the organization said in a statement. "This belief is core to us at Burberry and key to our long-term success", said CEO Marco Gobbetti.

Burberry and its peers have been burning tens of millions of dollars worth of products annually to maintain the exclusivity and luxury mystique of their brands.

The practice ensured that unwanted items did not fall into the hands of counterfeiters.

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The intention is to "transform 120 tonnes of leather off-cuts into new products over the next five years".

While Burberry said the energy created from the burning was captured, making it environmentally friendly, scores of social media users vented their frustration about the waste. Tisci's first show for the 162-year-old fashion house will be at London Fashion Week on September 17.

Campaign group Humane Society International said animal charities would unite during this year's major fashion shows to call on Italian brand Prada to follow Burberry's lead on ending the use of real fur in its collections.

'Most British consumers don't want anything to do with the cruelty of fur and so this is absolutely the right decision ... A new creative director, Riccardo Tisci, will unveil his debut collection for the brand at London Fashion Week this month.

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