For status and progress on all Fashion FWD goals, please see our sustainability reporting.

Within our cotton supply, we will source 30% from organic or in-conversion cotton.

We will source 50% of our polyester from recycled polyester or other certified and/or branded alternatives.

100% of our wool will be sourced in line with industry best practice, such as the Responsible Wool Standard (RWS).

We will facilitate the development of certified and/or branded fibres and materials at market scale through innovation and industry collaborations.

The volume of samples we produce will be significantly reduced by investing in digital solutions and collaborating closely with our key suppliers.

We will have tested and implemented circular business models in selected key markets with relevant partners.

We will drive forward post-consumer waste and circular infrastructure solutions, engaging in collaborative initiatives to turn waste into valuable resources

All consumer-facing packaging will be 100% reusable, recyclable or compostable.

We will have phased out single use virgin plastic wherever possible

Fibres and materials are essential to fashion. Year round we create accessories and garments made from a range of natural and man-made fibres that can be cut and sewn into clothing.

Our products can be made both with conventional as well as branded and certified materials. We're increasing the use of certified and branded materials which can be either organic, in-conversion, recycled and/or subject to a third-party licensing agreement or certification.

We need innovation to meet future requirements and support the ambitions of the EU Strategy for Sustainable and Circular Textiles. Through Invest FWD and partnerships such as Fashion for Good, we explore, test and scale innovative material solutions.

In August 2025, we invested in the German cleantech company matterr, which has developed a technology for chemical recycling of polyester from hard-to-recycle textiles and packaging waste.

Through Invest FWD, BESTSELLER has invested DKK 240 million in innovation.

Cotton is one of our most important raw materials. 

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 by 2022.

We’re moving away from how we’ve been using plastic and paper-based packaging. Every year, we use a significant amount of plastic packaging; for example, for our polybags and transport purposes.

Plastics for polybags and paper-based shipping boxes are where our biggest packaging consumption lies. That’s why we have implemented our policies for Paper-Based Packaging and Plastic Packaging. 

Learn about our efforts when it comes to reusable, recycled or compostable packaging.

To comply with EU reporting requirements, we publish annual information on discarded products.

Importantly, we have no interest in destroying undamaged products. We continuously work to optimise our purchasing and inventory planning to ensure the right products are available for the market while minimising excess stock. 

We're dedicated to tackle textile waste.

Using technology to know where our materials come from.

We're focused on recyclability of materials.
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.
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.
For the past three years, the ReSuit project has been pursuing a solution for textile recycling. Now, the project alliance is ready to present its positive findings. 
Collaborative strategies and innovation at the forefront.
Materials science company Kintra Fibers, which has developed a bio-based polyester, has successfully raised $8 million in Series A funding. BESTSELLER’s Invest FWD is among the co-investors.
JACK & JONES has just launched a pair of jeans made from the innovative Infinna™ fibre from Infinited Fiber Company.
Last August – in the midst of Copenhagen Fashion Week – SELECTED Femme/Homme’s capsule was crowned the winner of BESTSELLER’s Circular Design Challenge. Now it is available for shoppers.
For calendar year 2023, BESTSELLER’s biggest menswear brand JACK & JONES ups direct-to-farm cotton in their extensive replenishment programme. Pre-season commitment is key to secure traceable organic cotton.
Climate Impact People in our value chain