The Bestseller group, known from brands as Only, Vila and more, is setting up a 'Fashion FWD Lab' to develop sustainable initiatives and materials. The company is working on leather from fruit waste and circular textiles.
Clothing made from wood pulp and waste
In addition to digitisation, Bestseller sees sustainability as an important growth pillar for the future. As part of its sustainable 'Fashion FWD Strategy', the Danish fashion group is therefore launching a lab where it is setting up new sustainability projects in collaboration with innovative companies. In this way, the parent company of Jack & Jones and Vero Moda, among others, wants to give a "visible place" to initiatives around circular materials, a better production process and new business models. The intention is also to inspire other companies.
Experiments are already underway with leather made from fruit waste, cotton-like fibres from residual materials and organic cotton. Recently, Bestseller also announced a large partnership with Spinnova. This Finnish company has developed a new sustainable fibre from wood pulp, which does not contain any chemicals. Spinnova only uses sustainable raw materials, such as wood (waste) with FSC or PEFC labels.
The result of a collaboration with the Swedish company Renewcell will be shown in the collections next spring: Vero Moda, Object and Selected will produce items using recycled material. The so-called Circulose fabric is completely circular and is made from discarded textiles, such as production waste or worn out clothing, which is transformed into new fibres, fabrics and threads.