As the liaison between Invest FWD, innovators and our brands, BESTSELLER Innovation acts as a catalyst for cross-sectoral collaborations consisting of pilot projects, investments and more to accelerate change.

We believe that one of the solutions to lasting changes is innovation. BESTSELLER Innovation focuses on new low-impact materials, regenerative production, new circular business models and smarter ways of manufacturing.

Our approach is divided into three overall branches:

In our Lab, we investigate recycled fibres, bio-based leathers, polyester substitutes and alternative dyestuff and dye techniques. Innovation in textiles is strategically important for BESTSELLER and through Invest FWD and our involvement in initiatives such as Fashion for Good, we assess and select early-stage developments, and – when finding the right solutions – we help with scale and investment. How can we design products that are fit for a circular economy, use waste as a resource and build systems that can close the value cycle? Those questions guide our cross-sectoral collaborations and work focusing on circularity. Click for more information about our ambition of becoming Circular by design. We prioritise projects that aim directly to improve soil health by working with organic and regenerative practises. Through a direct-to-farm approach we can improve and demonstrate the business case for farmers as well as suppliers. Click for more information about our current Fashion FWD material portfolio.

BESTSELLER Innovation works determinedly together with Invest FWD – BESTSELLER’s investment arm for more sustainable fashion – to identify the right investment opportunities.

The overall strategy is to invest in innovation that can accelerate the future we want for the fashion industry.

We believe that change happens faster when innovation is supported with the means to thrive and reach commercial scale.

Invest FWD has already invested more than DKK 100 million across seven different sustainability innovators. By investing both within and outside the business, Invest FWD provides the capital to accelerate positive outcomes for BESTSELLER and the broader industry on the most critical sustainability issues covering the full life cycle of fashion: from raw materials to production and post-consumer use.

Focus areas

Examples of concepts and products we focus on – to generate change in the fashion industry:

  • Low impact and circular materials (e.g. turning waste into quality fibres)
  • New supply chain technologies (e.g. waterless dyeing, 3D printing and blockchain)
  • New business models (e.g. second-hand retailing)
  • Partnerships for women’s empowerment (e.g. promoting further life-skills to workers in our supply chain)
  • Renewable energy, conversation and natural carbon sinks (e.g. regenerative farming)

Inspired by nature and spiderwebs, this partnership displays an entirely new way of creating textile fibre. The result is a statement piece from BESTSELLER’s menswear brand JACK & JONES, available online with a global reach.
We aim to host the most educational event during Copenhagen Fashion Week.
With a new investment and ongoing collaborations, BESTSELLER explores the market for alternatives.
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.
For all coming circular collections, BESTSELLER’s designers and product developers will use its new Circular Design Guide.
Having accelerated the number of investments in sustainable innovation last year, BESTSELLER has begun 2022 at the same pace. Today, the Danish fashion house is announcing yet another sustainability investment in US-based Ambercycle.
Today, BESTSELLER and Invest FWD presents three new exciting investments – all with great potential to change the fashion industry.
We’re preparing our products for the circular future envisioned by the EU. Therefore, we have developed our Circular Design Guide. The guide is an internal document for all designers and product developers across brands on how to design and create with circularity in mind – but made publicly available to inspire others. Read more about how we’re designing for circularity and download the guide here.
Cotton is one of our most important raw materials. It’s a renewable material and the cultivation and production of cotton creates jobs and improves the lives of millions of people globally. However, it also has a significant impact on the planet and people engaged depending on the farming method. For this reason, we have committed to source 100 percent certified and branded cotton – such as organic cotton, recycled cotton, In-conversion cotton, CmiA (Cotton made in Africa) and Better Cotton – by 2022. Learn more here.
The use phase is the most polluting part of garments’ lifecycle. The total environmental impact of clothes can be reduced significantly by treating and washing them in the right way - and remember that worn-out garments have reuse and recycling value, so don’t throw them away.
Circular Design Guide Waste as a resource Fashion FWD materials Climate Positive Fair for all Circular by design