British brand, Belstaff has confirmed that no fur will be used in its collections or sold in its stores from January 2019 forward. Helen Wright, the company's newly appointed CEO, confirmed that the iconic luxury brand will be joining the ever-growing list of UK's fur free designers, which includes Vivienne Westwood, Paul Smith, and Stella McCartney.
Belstaff’s decision to go fur-free follows the release of a poll conducted by PETA at London Fashion week which found that 95 percent of brands, including Burberry, will cease the use of fur in collections.
PETA Director of Corporate Projects Yvonne Taylor in a press release, "PETA commends Belstaff CEO Helen Wright for doing the right thing for animals and consumers by ushering in a modern, compassionate no-fur policy."
Recently, brands like Asos, Gap and Esprit have also committed to ban all mohair, silk, cashmere, as well as Gucci and Michael Kors who have announced its’ switch to more ethical and sustainable alternatives to fur. The fashion industry is currently seeing a swift increase in designers and retailers beginning to reject animal fur or switch to more human alternatives.