Animal rights activists People for the Ethical Treatment of Animals (PETA) convinced hip womenswear retailer Forever 21 to stop selling animal fur. The clothing retailer became target for PETA protests in November, after ignoring requests to stop selling rabbit fur, prompting the group to picket outside the stores.

The clothing chain finally agreed to remove animal fur from its 145 stores in 25 states and Canada by December 31. Forever 21 promises to stay fur free from then on, but plans to continue selling fake furs as market demands. In a letter to PETA on November 30 vice president Lawrence Meyer wrote:

“In our commitment to help prevent cruelty to animals, we have not placed any new orders and there are no existing orders for real fur and we will maintain a permanent fur free assortment,”

PETA’s next target is Forever 21’s competitor Wet Seal Inc., whose representative refused to give any comments.

PETA has been notorious for being a devoted protector of animal rights and an ardent fighter against cruelty to animals. The group, that assigned a “sell out” label to Cindy Crawford for appearing in ads for fur giant Blackglama after posing on PETA’s posters that read “I’d rather go naked then wear fur”, has recently signed up actress Charlize Theron as their spokesmodel.

Another animal-loving celebrity Pam Anderson got 200 fans to sign her petition to Queen Elizabeth II, urging her to stop the use of bear pelts in making the tall black helmets worn by palace guards.