Burberry is a coveted British label, famous for their classic trench coats and use of the novacheck print. Probably not, but apparently, the brand is doing just that.
The company burned unsold clothes, accessories and perfume worth £28.6 million (RM151.26 million), according to its annual report, in a practice now common across the industry to guard against counterfeiting.
But the value of the brand's waste is six times higher now than in 2013, with more than £90 million of Burberry products destroyed over the past five years, according to the newspaper.
So why would they do this?
Retailers describe it as a measure to protect intellectual property and prevent products being stolen or sold at discounted prices.
"You can send the message that our products are durable, we've designed them for longevity with craftmanship", she said.
As the BBC reports, Burberry has commented on the wasteful nature of the process, stating that they're making sure their practice doesn't essentially ruin the environment.
In a statement to CNBC, a Burberry spokesperson said: "Burberry has careful processes in place to minimize the amount of excess stock we produce".
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