Burberry, the iconic British fashion label known for its trench coats and classic plaids, announced this week it will stop burning its unsold inventory.
The company burned more than $34.6 million worth of its clothing and other goods in the fiscal year that ended in June. The year before, Burberry burned almost as much.
Companies sometimes destroy unsold products to maintain their exclusivity, but environmental groups have long taken issue with the practice.
The practice, which is widespread across the retail and consumer industry, is often used as a safeguard to prevent unwanted items being stolen or sold at a significant discount and in that way eroding the high-end price tags they can command in stores.
Burberry also announced it will stop using real fur on its products.