Luxury fashion house Burberry has announced that it will stop burning unsold stock and selling real fur.
"Modern luxury" meant being "socially and environmentally responsible", it said.
Making its announcement, the company said it already reuses, repairs, donates or recycles "unsaleable products".
In July, it emerged that Burberry torched fashion and beauty products worth £28.6m in its last financial year
The practice ensured that unwanted items did not fall into the hands of counterfeiters.
Burberry said no fur items would be included in Riccardo Tisci's debut collection later this month, while existing products made from the material are to be phased out.
The British firm said its use of fur was restricted to rabbit, fox, mink and Asiatic racoon
These, and Angora, will now be banned.
CEO Marco Gobbetti said: "Modern luxury means being socially and environmentally responsible.
"This belief is core to us at Burberry and key to our long-term success.
"We are committed to applying the same creativity to all parts of Burberry as we do to our products."
Burberry says it has become a "core partner" in the Ellen McArthur Foundation's Make Fashion Circular initiative, the idea of which is to make clothes from safe and renewable materials, and to turn old clothes into new ones.
It has also formed a partnership with a company called Elvis & Kresse, which creates luxury items from reclaimed materials.
The intention is to "transform 120 tonnes of leather off-cuts into new products over the next five years".