Lush, a cruelty-free cosmetics brand, is encouraging consumers in Canada to ditch fur forever. The brand is partnering with the Association for the Protection of Fur-Bearing Animals and the Montreal ASPCA for its new campaign #MakeFurHistory.

The brand is asking consumers to bring old fur coats into Lush stores. The brand hopes to get fur coats “off the street” and help fur shake its fashionable status by drawing attention to the way animals are killed for fur.  

Several European countries have already said no to fur farms, and the campaign believes Canada should finally do the same.