After sparking widespread fury in July, when it announced that it had destroyed unsold goods worth millions of pounds in a bid to protect its brand – the British fashion label Burberry has now announced that it would end such practices.

While announcing its earnings report in July this year, Burberry managed to enrage customers, activists and environmentalists after it revealed that it had to destroy unsold clothes, accessories and perfume worth 28.6 million pounds in 2017.

Amid growing anger, Burberry argued that it had to resort to the practice in a bid to protect its brand from misuse.

However, now, as it tries to calm tensions, the luxury goods maker has announced that it would stop the practice of burning unsold goods with immediate effect.

The company also announced that it would end the use of real fur in its products, adding that the existing fur items would be phased out.

Making the announcement on Thursday, Burberry CEO Marco Gobbetti said in a statement, “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.”