As the last Danish athlete to compete at this year’s Olympic and Paralympic Games, Lisa won gold in the women’s 58 kg K44 taekwondo on Friday. It was a brilliant finish to a very successful seven weeks in

Japan. In all, Denmark’s Olympic and Paralympic teams won six gold, five silver and five bronze medals for a total of 16 – plenty of opportunities for the Tokyo 2020 medal suit, which was designed by BESTSELLER, to be in the spotlight.

As the official clothing partner, BESTSELLER has designed and delivered Denmark’s official collection for use in all non-competition situations at the past four Olympic and Paralympic Games. Our Olympic and Paralympic design team is already looking forward to doing it again for Paris 2024.

Why not “Tokyo 2021”?

When the International Olympic Committee (IOC) decided to postpone Tokyo 2020 due to COVID-19, it was also agreed that the event would continue to be referred to as ‘Tokyo 2020’.

One of the major reasons was to prevent waste. In step with the IOC's decision and our own sustainability ambitions, BESTSELLER has kept all ‘Tokyo 2020’ labelling on the official Danish Olympic and Paralympic collection.
BESTSELLER's online business is more climate-friendly thanks to an agreement with transport and logistics company FREJA.
With a new investment and ongoing collaborations, BESTSELLER explores the market for alternatives.
“Our solidarity and our unity have never been more important, and our values oblige us to act,” states Anders Holch Povlsen, BESTSELLER's CEO and Owner.
With the first-ever harvest of certified in-conversion cotton coming from Pakistan, BESTSELLER and its brand JACK & JONES are making history together with their long-standing supplier and partner Artistic Milliners.
BESTSELLER is one of the first fashion retailers to scale a new blockchain solution and is thereby taking a remarkable step towards product traceability. Investments in traceability solutions are needed to make sure that consumers get products they can trust and simultaneously ensure compliance with expected EU requirements for digital product passports.
As the first of its kind within BESTSELLER, the company is incentivising employees for sustainability goals, effective from 2025. The new initiative aims to motivate and accelerate the commitment to collectively transform the industry and bring fashion forward.
In 2023-24, BESTSELLER’s overall results were impacted by challenging conditions in the global fashion market. Despite this, the Danish fashion company managed to secure an improved EBIT and will continue to invest in transforming its business to adapt to new demands.
Since 2023, BESTSELLER brand ONLY has more than doubled the volume of organic cotton sourced from African farmers. In the following years, BESTSELLER will increase its investment in preferred materials, which are necessary for the transformation of the fashion industry.