Canada Goose jackets are known for the coyote fur trim on their hoods, and the company has had to fight against animal and environmental rights organizations and individuals for years because of it.

But that may all soon change, because the 63-year-old Toronto-based company just announced that they plan to end the purchasing of new fur in 2022 and will instead begin using reclaimed fur.

This refers to fur that already exists in its supply chain and the marketplace, and Canada Goose will begin buying back the fur from customers' used jackets this year to do so.

.@canadagoose launches Sustainable Impact Strategy -- Commits to carbon neutrality by 2025 and includes commitments to reclaimed fur, Responsible Down Standard, and elimination of single-use plastics https://t.co/p1d2SvWj5i

— Jodi Butts 🇨🇦 (@jodilhbutts) April 22, 2020

The announcement was made in a new report detailing the company's sustainability efforts, both past, present and future. 

"We remain committed to the functionality and sustainability of real fur, however we are challenging ourselves to do it better, reusing what already exists," the report states. 

"In the North, sustainability is a way of life and people there have been working with reclaimed fur for centuries. This initiative draws inspiration from that resourcefulness."

Impressive step forward by @canadagoose. #EarthDay2020 https://t.co/9ykRxABWnu

— Gerald Butts 🇨🇦🖐🧼🤚 (@gmbutts) April 22, 2020

The report indicates that customers should begin to see reclaimed fur in some of their products as early as fall of 2022, and they plan to completely end the purchasing of new fur in the same year. 

In addition to transitioning to reclaimed fur, Canada Goose also says they aim to become carbon neutral by 2025 or sooner, and they also plan to eliminate single-use plastics in all facilities they own or control by the end of 2020. 

Dani Reiss, the Canada Goose chief executive, told the New York Times the new policies are an effort to be more eco-friendly and not the result of pressure from animal rights organizations such as People for the Ethical Treatment of Animals (PETA). 

PETA has been petitioning for Canada Goose to stop using fur for more than a decade, and they've held numerous demonstrations, protests, boycotts and campaigns against them. 

"Canada Goose is attempting to 'humane wash' its image by switching from fur taken from coyotes whom trappers have recently caught in steel traps to fur that may already be on the market, which is also a product of the cruel actions of trappers," said PETA Executive Vice President Tracy Reiman of Canada Goose's announcement in a statement.

"Real fur is always cruelly obtained — no matter when it was stolen from coyotes who may have attempted to chew off their own leg in order to return to their young and been beaten or shot by trappers — so this move by Canada Goose won't endear the struggling company to the young people it's trying to woo."

BREAKING: @canadagoose announces it will transition to using only reclaimed fur for its parkas. But geese are still brutally killed for down filling and real #fur promotes cruel fashion choices. To truly help animals, Canada Goose must move to entirely animal-free materials 🙏 pic.twitter.com/iUmIr2LtMb

— Animal Justice (@AnimalJustice) April 22, 2020

Still, Canada Goose has always managed to appeal to a certain demographic despite its use of fur. In 2019 alone, the company reported $830.5 million in revenue. 

"I’m proud of these strategic decisions," wrote Reiss in the report. "I believe they will enable us to meet the challenges we and other businesses face in 2020 and beyond. They will make Canada Goose – and society as well – stronger for years to come."