Hugo Boss has pledged to cut fur from its collections, starting from Autumn/Winter 2016.
The fashion brand has been praised by animal welfare groups for the decision to strike the controversial material from its repertoire.
"Contemporary customers are part of a generation which is re-evaluating their ethical and fundamental values," said Bernd Keller, Brand and Creative Director Sportswear at Hugo Boss, in the company's latest Sustainability Report. "We want to include this generation among Hugo Boss consumers. We demonstrate through our products that premium and luxury are able to integrate ethical and environmental issues."
The development means that Hugo Boss will join the ranks of fur-free brands and retailers including Tommy Hilfiger, Calvin Klein, Stella McCartney, Zara and ASOS. The news was welcomed by groups such as the Fur Free Alliance, of which Chairman Joh Vinding said: "Hugo Boss has become a leader in the fashion world by taking a stand against animal cruelty and ending the use of fur in collections."
The fur issue once again has temperatures rising within the fashion world, as Karl Lagerfeld prepares to celebrate 50 years at Fendi with an all-fur collection at the Parisian haute couture shows this Wednesday. Featuring "haute fourrure" as its main element, the collection has prompted acrimonious reactions from anti-fur fashion fans before even being debuted.
The design magnate, however, is famously unfazed by the ethical debate surrounding the use of animal furs in fashion and recently told The New Yorker: "For me, as long as people eat meat and wear leather, I don't get the message."