Kudos to retail giant Macy’s for flipping off fur. Macy’s has formally announced that it will stop selling fur by the end of the 2020 fiscal year in a move that comes less than two weeks after California became the first state to ban the sale of new fur products. Department stores respond to consumer trends—and consumers are saying fur is over.

Friends of Animals staged a bold protest inside the Fur Vault in Macy’s NYC location when we launched our Flip of Fur campaign, including a billboard in Times Square, in December of 2014. We asked shoppers to make the connection between the fur coats and the animals who were skinned to make them. Security ushered customers out of the Fur Vault and shut the doors, temporarily halting business on one of the busiest shopping days of the year.

We couldn’t be more gratified knowing Macy’s is shuttering it’s fur business for good. FoA’s anti-fur campaigns have always slammed the relevance of fur in today’s fashion because luxurious and warm alternatives to fur—providing glamorous looks that don’t kill—are readily available.

FoA has continued the fight to end the fur trade in the heart of the U.S’s dwindling fur district, proposing draft legislation to NYC council members and supporting NYC Council Speaker Corey Johnson’s bill – Intro 1476 – banning fur sales. Retailers and fashion designers are moving on from fur; it’s time NYC does as well.