West Hollywood, California (CNN) - Designer stories in West Hollywood, California are now "fur-free".
The city's ban on selling fur went into effect Saturday.
And animal activists hit the streets to show their support.
Many cheered -- others held signs that said "fur is inhumane"-- and "would you wear your dog."
Any retailer who violates the ban more than three times in a year can be charged with a misdemeanor.
Some retailers say it goes against the city's claim to be a west coast fashion capital.
Other stores are simply moving their fur items to stores just outside of the city limit.