Canada Goose’s Fur-Free Future: Ending Coyote Fur in Fashion
Canada Goose’s commitment to eliminating coyote fur trim by 2022 marks a major milestone in sustainable and cruelty-free fashion innovation.
Canada Goose’s Decision: Phasing Out Coyote Fur
Canada Goose, the renowned outerwear brand famous for its luxurious parkas, announced it will end the use of coyote fur trim on its products by the end of 2022. This pivotal move responds to years of persistent pressure from animal rights activists and shifting consumer values towards sustainability and cruelty-free fashion.
Background: Tradition Versus Change
For years, Canada Goose used wild-caught coyote fur as trim for its signature parkas. The brand touted the practicality of real fur, citing its ability to disrupt airflow and provide superior warmth in extreme conditions. However, the ethics of trapping wild animals for luxury goods sparked controversy and led to widespread campaigns by animal advocacy groups, particularly as wild trapping has proven hard to regulate, and allegations of cruelty persisted.
Activist Pressure and Industry Backlash
- PETA and other animal rights organizations have protested against Canada Goose since 2006, organizing demonstrations, billboards, and legal challenges to advertise their campaigns.
- In 2016, PETA intensified its approach, even acquiring shares in Canada Goose upon its IPO to influence corporate decisions through shareholder resolutions.
- The Humane Society International called the fur phase-out “an historic moment in the fight to end cruel fur fashion,” urging the brand to set an example for the industry.
Despite Canada Goose’s earlier claims that its fur was ethically sourced, activists highlighted the inherent difficulties in monitoring wild trapping, leading to regulatory breaches and animal suffering.
Corporate Sustainability Commitments
In its Sustainable Impact Strategy, Canada Goose pledged to achieve net zero scope 1 and 2 emissions by 2025 and to evolve its product lineup towards sustainability and circularity. The decision to phase out fur was detailed in the company’s official 2023 Sustainability Report, with a promise to invest in new, innovative materials while maintaining quality and warmth.
The Transition Timeline
- 2021: Canada Goose announced it would cease purchasing new fur by year-end.
- 2022: The brand would stop manufacturing, marketing, and selling products with fur trim.
- Remaining fur stock would be sold off as “Heritage” items, clearly marked for consumer transparency.
Reclaimed Fur and Consumer Confusion
As an interim step, Canada Goose began transitioning to using reclaimed fur—repurposing fur already in circulation, including buying back fur ruffs from customers’ old coats. CEO Dani Reiss emphasized that using reclaimed fur was intended as an “environmentally conscious decision,” not purely a response to activism.
However, this partial move met mixed reactions:
- Some advocacy groups welcomed the reduction in new fur purchases but pushed for a full exit, arguing that “reclaimed” fur still perpetuates cruelty.
- Criticism focused on the lack of clarity in defining “reclaimed fur,” how it would be certified, and concerns about labeling consistency, as some products with fur trim were not properly marked as “Heritage” items.
What others are reading
Industry Impact: Are Fur-Free Initiatives Becoming the Norm?
Canada Goose’s policy reflects a larger shift sweeping the global fashion industry:
- Many high-profile designers and brands are cutting ties with fur, influenced by consumer demand and heightened scrutiny regarding animal welfare.
- Retailers increasingly require brands to certify cruelty-free status, leading to supply chain and material innovation.
- This transformation toward cruelty-free and sustainable fashion represents changing consumer tastes and regulatory momentum.
Innovative Alternatives: Kind Fleece and Closed-Loop Materials
Canada Goose has begun investing in alternatives such as Kind Fleece, which is made primarily from recycled wool and designed for warmth, durability, and sustainability. Industry advocates urge further progress—suggesting closed-loop recycling and the use of high-quality faux furs that do not rely on animals or non-renewable resources.
| Material | Source | Sustainability Factor | Cruelty-Free? |
|---|---|---|---|
| Coyote Fur | Wild-caught, trapped | Poor (wild animal welfare) | No |
| Reclaimed Fur | Recycled, previously used | Moderate (less demand for new trapping) | No (still animal-sourced) |
| Kind Fleece | Recycled wool, synthetic mix | High (recycled, renewable) | Yes |
| Bio-based Faux Fur | Bioresin, plant fibers | High (non-animal, renewable) | Yes |
Animal Welfare and Trapping Practices
Advocates emphasize that fur trapping leads to significant animal suffering, including amputation, prolonged death, and the unintentional harm of both targeted and non-target animals. Many countries have banned such traps due to welfare concerns, while North American regulations remain challenging to enforce and often rely on self-reporting.
Consumer Education and the Future of Sustainable Outerwear
Much of the confusion during this transition period has stemmed from inconsistent labeling and unclear sourcing language. Transparency in marketing — clearly distinguishing “Heritage” fur products from newer, fur-free goods — is vital for fostering informed consumer choices.
As Canada Goose moves towards a fully fur-free lineup, industry observers hope the commitment will inspire even greater adoption of sustainable, cruelty-free fashion across global markets.
Frequently Asked Questions (FAQs)
Why was Canada Goose parkas’ fur trim controversial?
Most criticisms centered on coyote fur sourced from wild trapping, which animal rights groups claim is inherently cruel and impossible to regulate effectively.
When will all Canada Goose products be fur-free?
The company ceased buying new fur by the end of 2021 and committed to stop manufacturing fur-trimmed products by the close of 2022. Any remaining inventory is being sold as “Heritage” items.
What is ‘reclaimed’ fur and why was it adopted?
‘Reclaimed’ fur refers to fur already in circulation or bought back from consumers. Canada Goose used this as a transition before going fully fur-free, but critics argue it still perpetuates animal use.
Will Canada Goose replace fur with synthetic or innovative materials?
Yes. The brand is investing in sustainable alternatives, such as Kind Fleece made from recycled wool, and exploring closed-loop, bio-based faux furs for future products.
What does this change mean for animal welfare and fashion?
Major outerwear brands phasing out fur signal growing industry alignment with animal rights and sustainability. Canada Goose’s decision reflects consumer preferences for cruelty-free, ethically responsible products.
Conclusion: Canada Goose’s Fur-Free Journey as an Industry Milestone
Canada Goose’s phase-out of coyote fur trim marks a significant turnaround for a company long synonymous with luxury and controversial sourcing practices. Spurred by persistent activism, changing consumer attitudes, and increased corporate responsibility, this shift sets a precedent in the marketplace — encouraging innovation, improved animal welfare, and a permanent move away from outdated materials.
References
- https://www.veganfoodandliving.com/news/canada-goose-fur-free-by-the-end-2022/
- https://fashionunited.com/news/fashion/a-closer-look-at-canada-goose-commitment-to-go-fur-free/2024070260739
- https://www.humaneworld.org/en/news/humane-society-international-praises-canada-gooses-decision-end-use-fur
- https://www.humaneworld.org/en/news/breaking-canada-goose-will-no-longer-use-new-fur-products-2022
- https://hypebeast.com/2021/6/canada-goose-stop-coyote-fur-2022-info
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