Published: Sat, September 08, 2018
Money | By Ralph Mccoy

Burberry Will Stop Setting Its Own Product on Fire

Burberry Will Stop Setting Its Own Product on Fire

Britain's Burberry will no longer burn millions of pounds worth of unsold luxury goods or use real fur in its collections following a furore over its environmental record.

In late July, the company was slammed for destroying around $37 million worth of goods over the previous year, information that surfaced during the Burberry's annual meeting in late July, The London Times reported then.

Burberry said it already reused, repaired, donated or recycled unsold products, but it would continue to increase these efforts. Tisci's first runway collection will not feature any fur, and the company will "phase out" existing fur products, Burberry said.

"Modern luxury means being socially and environmentally responsible", Marco Gobbetti, who is in the process of repositioning the label to be more upmarket, said.

"This belief is core to us at Burberry and key to our long-term success". However, these and Angora wool will be banned from future collections.

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 BFC survey results reflect a cultural change based on ideals and choices made by designer businesses, worldwide brands as well as consumer sentiment", the organization said in a statement.

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It admitted in July to destroying £28.6 million of unwanted items in a single year to prevent them being sold at below-market prices and devaluing the brand.

Burberry said that another partnership, with the sustainable luxury company Elvis & Kresse, would involve transforming 120 tons of leather off-cuts from the Burberry supply chain into new products in the next five years.

According to Kirsten Brodde, head of the Detox My Fashion campaign at Greenpeace, "Burberry shows no respect for its own products and the hard work and natural resources that are used to make them".

'Most British consumers don't want anything to do with the cruelty of fur and so this is absolutely the right decision ...

The luxury goods manufacturer also said it would start phasing out all real fur products.

In the same announcement Thursday, Burberry pledged to stop using fur, after criticism from environmental campaigners.

She added: 'Countless investigations have revealed appalling welfare issues on fur farms including obesity, deformed feet, diseased eyes and even missing limbs.

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