In August, 15,000 crew members will pull on this year’s crew-tee at Smukfest, one of the most loved music festivals in Denmark. And what might look like a normal crew-tee marks innovation.

Turning old clothes into new ones sounds simple. In reality, it is much more complicated.

BESTSELLER is contributing USD 3M, equivalent to DKK 19M, to the Regenerative Fund for Nature, which supports local sheep farmers and shepherds in their work to regenerate natural areas and strengthen living conditions in South Africa.

BESTSELLER colleagues are now being rewarded with an extra week's salary after reaching bonus targets linked to BESTSELLER’s work on sustainability within core business areas. This comes at a challenging time for BESTSELLER due to global uncertainty.

While the fashion industry continues to face challenging conditions, BESTSELLER has succeeded in delivering results that point toward progress in its 2024–2025 financial year. These results create the foundation for accelerating the company’s development and transformation. This happens in the year in which BESTSELLER celebrates its 50th anniversary.

As part of BESTSELLER’s ongoing actions towards integrating textile-to-textile recycled polyester within its supply chain, their leading women’s brand ONLY has transformed a jersey-programme of basic tops to recycled polyester made from textile waste.