PETA is headed to Hell’s Kitchen for a “Fur Is Dead” event on Friday, when PETA will be collecting unwanted fur coats from those who would no longer be caught dead in it after learning how animals suffer in the cruel fur industry.

It’s happening underneath our wallscape (at 7th Ave. and 53rd St.) that invites repentant fur owners to start the new year on a clean slate with a tax-deductible fur donation.

It’s for a good cause: PETA’s fur donation program sends the items to homeless and women’s shelters, to wildlife sanctuaries to be used as bedding for orphaned animals, or overseas to refugee children in cold climates. PETA has donated thousands of fur coats to refugees and displaced people worldwide, including in Jordan and Ukraine, in recent years.

The event details are as follows: Friday, January 9th at 12 noon, at the intersection of 7th Avenue & 53rd Street (near the HOPE sculpture).