New York-based fashion retailer INTERMIX—a subsidiary of Gap Inc.—announced that it will no longer sell clothing made with fur at all 40 of its retail stores throughout the US and Canada. The action comes after the People for the Ethical Treatment of Animals (PETA) urged the company to reconsider its promotion of the cruel fur industry. “INTERMIX’s compassionate and business-savvy decision to ban fur has made a world of difference for animals who are caged, shocked, beaten, and skinned alive for coats, collars, and cuffs,” PETA Executive Vice President Tracy Reiman says. INTERMIX is a Gap Inc. brand, and joins Gap, Banana Republic, Old Navy, H&M, J. Crew, and Armani (amongst many others) in banning fur from fashion stores. Reiman urges retailers and brands that continue to use fur to follow INTERMIX’ lead.