Burberry has announced it will no longer destroy unsold items after widespread outrage from investors and campaigners to the practice.
The luxury fashion house has also confirmed it will no longer use real animal fur in its collections, starting with new creative director Riccardo Tisci's debut show this month.
Following the revelation in July that Burberry incinerated millions of pounds worth of products last year, the company has pledged to cease the policy with immediate effect. It will instead expand its efforts to reuse, repair, donate or recycle unsaleable items.
Initiatives include a partnership with Elvis & Kresse to turn leather offcuts into new products and a research group to invent new sustainable materials.
In a statement released this morning, the brand said: "At Burberry, we are passionate about driving positive change. Our responsibility goals cover the entire footprint of our operations and extend to the communities around us."
Burberry also followed luxury brands such as Gucci and Versace in dropping fur from its clothing. Any existing products that already have fur on them will be slowly phased out.
Commenting on the changes, chief executive Marco Gobbetti said: “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.”