The Coalition to Abolish the Fur Trade (CAFT) has announced that an iconic fashion brand based in the US, Oscar de la Renta would no longer use fur in its goods.

CAFT said that Oscar de la Renta does not use fur in its fashion lines or sell fur in its store, and will not in the future. Furthermore, once the license sell-off time is ended, no new fur-based items bearing the Oscar de la Renta name will be available for purchase.

The decision comes after CAFT applied increasing pressure through campaigns and protests aimed at investors and third-party retailers.

PETA's US executive vice president, Tracy Reiman, said that the pressure group's efforts may have had a role in the New York-based brand's decision to go fur-free, but she praised the action as admirable and hoped that other companies would follow suit.

The firm joins a growing number of others that have lately declared their intention to stop using fur in their goods. In June, the shop Neiman Marcus was the target of harsh criticism and lobbying from CAFT, and just 67 days later, it announced it will go fur-free. The company's 21 fur salons, which are scattered among its stores, will also close.