Here’s a toast to @champagnepapi! Clothing and lifestyle brand October’s Very Own (OVO), cofounded by Canadian rapper Drake, has confirmed that it will no longer sell products with real animal fur. The decision follows pressure from PETA and more than 100,000 e-mails to the brand from PETA’s supporters urging the company to ban fur—including fur from rabbits and coyotes. In thanks, we’ve sent the company some delicious bunny–shaped vegan chocolates.

OVO’s decision puts them in good company alongside the overwhelming majority of fashion and clothing businesses that are shunning the hideously cruel fur industry. Fur belongs on the animals who were born with it, not on jackets or footwear—or anything else.

Rabbits are playful animals who will leap into the air with a twist and flick of their feet when they’re happy or excited, while coyotes showcase strong social bonds and are devoted parents who will share the responsibility of raising their pups.

Most animals who are raised and killed in the fur industry are confined their entire lives to filthy, cramped wire cages, where they frantically pace back and forth, gnaw on the bars, and mutilate themselves out of extreme stress and frustration before they’re electrocuted, gassed, or poisoned. Wild animals caught in traps often suffer for days before trappers arrive to shoot, strangle, beat, or stomp them to death.

OVO joins hundreds of top brands—including Canada Goose, Versace, Burberry, Gucci, and Dolce & Gabbana—in banning fur. You can help add more companies to this list—join us in urging LVMH to follow suit:

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