Canada Goose is losing the fur trim.

The parka maker, which has seen explosive growth and pioneered the luxury outerwear category, committed to stop using fur in its products, a move driven by the company’s purpose-based platform, dubbed Humanature.

Canada Goose said it would stop purchasing fur by the end of this year and cease manufacturing with fur no later than the end of 2022.

“The decision is driven by our purpose and our focus on sustainability and innovation,” Dani Reiss, president and chief executive officer, told WWD in an interview. “We know that consumers are putting more importance on brands and their sustainability.

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