British Burberry will not burn its unsold luxury goods anymore to protect its brand, Reuters reports. Earlier the company acknowledged that last year it destroyed $40 million stocks. This step caused critics on behalf of the industry due to rising problem of wastes and environmental effect.

Burberry also announced on Thursday that it will not use natural fur for its garments anymore.

According to the company’s leaders, modern luxury goods sector assumes social and environmental responsibility.

Burberry coats cost more than 2500 pound, and bags up to 1500 pounds.

Many retailers have been accused recently in destroying their unsold products or damaging them before utilization.

Owner of luxury watches brand Richemont announced that it bought all unsold stocks from dealers and recycled precious metals and stones.

Burberry physically destroyed 28,6 million pounds of finished goods in financial year ending in April. About 10 million are beauty products, such as perfume.

Now company is going to recycle or donate stocks, and also will be working to optimize production.

Chanel announced that it is trying to do everything not to destroy stocks: it sells them to employees and partners, as well as starts production only after orders from buyers are received.

Greenpeace informed that 73% of fabric used to manufacture more than 100 billion pieces of garments each year end on landfills or in incinerators after use.