In February 2018, it was announced that Riccardo Tisci, the former creative director of Givenchy, would be taking the place of Christopher Bailey as director of the British fashion house Burberry. Since taking control, Tisci has already made several changes (including a new logo), but has just made another one that's particularly pleasing to environmentally-minded customers.
On Thursday, September 6, Burberry announced it would "no longer burn $36 million worth of excess clothes and cosmetics," which it had been previously doing to "protect its brand." Over the past five years, Burberry has burned £105m of unwanted products.
@BBCNews Why do people just burn or throw away their old stuff? Giving it away might actually be easier lol— Purple Hearts 💜 (@Purple Hearts 💜)1536214816.0
The company issued a statement, saying:
This commitment builds on the goals that we set last year as part of our five-year responsibility agenda and is supported by our new strategy, which is helping tackle the causes of waste. We already reuse, repair, donate, or recycle unsaleable products and we will continue to expand these efforts.
Well done @Burberry for committing to ending the practice of destroying unsold millions worth of product. Also for… https://t.co/jrAeZETOf9— Lisa-M Scaffidi (@Lisa-M Scaffidi)1536209928.0
@BBCNews Everyone bashing just Burberry before, what about LV, Chanel? They burn all their unsold products as well.… https://t.co/KBjd2nV29d— Kevin (@Kevin)1536220571.0
The statement also pointed out that "in exceptional circumstances, [they] may dispose of damaged, defective, or expired beauty products where recycling is not an option."
Burberry says will stop the practice of destroying unsaleable products. Comes 2 months after the group came under s… https://t.co/x5CDM7CpGU— Joanna Bourke (@Joanna Bourke)1536210829.0
Also notably, Tisci's first collection with Burberry, which will debut during London Fashion Week near the end of September, is making an effort to "phase out any existing real fur products," working towards being completely fur-free in the near future. Other fashion designers like "Versace, Gucci, and Michael Kors," have made similar pledges.
@BritishVogue @Burberry Huge thanks to the decision maker. You've done something incredible, saving thousands of an… https://t.co/o0qvVKmmq1— Lucy (@Lucy)1536239625.0
@BBCNews Good, shouldnt ever be using real fur on clothing anyway.— Becky (@Becky)1536215490.0
Mimi Bekhechi, PETA's director of international programs, was pleased with Burberry's efforts:
The few fashion houses refusing to modernize and listen to the overwhelming public opinion against fur are now sticking out like a sore thumb for all the wrong reasons. If they want to stay relevant in a changing industry, they have no choice but to stop using fur stolen from animals for their coats, collars, and cuffs.
It’s a great start! Thanks, @Burberry! https://t.co/sBGwZSq3Jk— 🌬 Emily Byrd (@🌬 Emily Byrd)1536217918.0
Burberry's "Responsibiltiy Agenda," which was established in 2017, seems to be slowly reshaping the company. The agenda includes three goals:
1) "Drive positive change through 100% of Burberry's products;" 2) "Become carbon neutral, revalue waste;" and 3) "Positively impact one million people."
Well done @Burberry, it’s a long overdue decision RT #Burberry is stoping the practice of destroying ansaleable pro… https://t.co/dHMn4HLIje— Bianca Jagger Nicaraguense por gracia de Dios 🇳🇮 (@Bianca Jagger Nicaraguense por gracia de Dios 🇳🇮)1536222672.0
By obtaining "21% of its cotton through the Better Cotton Initiative (BCI)" and making efforts to reduce "energy and water consumption," Burberry has already made a dent in these goals, which they hope to achieve by 2022.