In the READY project, BESTSELLER took part in a cross-industry collaboration to learn more about recycled fibres and how they work in real products. The aim was to move knowledge from the lab into everyday product decisions earlier in the development process.
Old textiles behave differently from new materials. They can wear out differently, feel different to the touch, and change over time. Through READY, BESTSELLER worked with partners from industry and research to better understand these differences and what they mean when designing and producing clothes.
Building shared knowledge
READY is a research and innovation project that brings together companies, universities and research institutions. Over three years, the project focused on building knowledge about materials - from the fibre itself to the finished garment.
For BESTSELLER, the focus was on connecting this knowledge to daily product development. Rather than aiming for one specific solution, the project helped build a stronger understanding of how different materials perform, and how that affects products across brands and categories.
From research to everyday decisions
One important learning from READY is that recycled and new alternative materials are not always a direct replacement for conventional fibres.
Their performance can change depending on what they are made from, how they are processed and how they are used. This influences how a garment looks, feels and lasts over time.
Because of this, material choices need to be made earlier in the design process and with more insight. Through READY, BESTSELLER explored approaches such as Material Driven Design, where the material plays a central role from the beginning. This means asking simple but important questions early on: How does the material behave? And how does it feel to wear?
At the same time, the project showed that new methods only create value when they are practical. To support this, teams developed hands-on formats such as “Lab Days”, where designers, buyers and product teams can experience materials directly. They can touch them, test them and discuss how they might work in real products.
Testing materials closer to real products
Another focus in READY was gaining a deeper technical understanding of recycled fibres.
Together with partners, BESTSELLER helped establish small-scale testing facilities in Denmark. These make it possible to test materials early on and get a clearer picture of their quality and consistency before they are used in products. Equipment like this has not been available in Denmark for decades.
This has made it easier to explore how materials such as recycled polyester and cotton behave, and to identify potential challenges earlier in the process.
For product teams, this kind of insight supports better decisions, reduces uncertainty and strengthens collaboration between designers, buyers, technical specialists and suppliers.
What READY leaves behind
Although the READY project has now ended, the work continues.
One of the key outcomes is a stronger shared understanding of materials and their role in product development. For BESTSELLER, the next step is to build on this foundation by turning complex knowledge into simple tools, practical formats and everyday decisions.
This includes continued collaboration across teams and with external partners, as well as ongoing testing and learning.
While circularity in textiles remains a complex challenge, READY shows that progress comes from building knowledge over time, and making that knowledge useful in practice.
