The bestseller group popular from brands such as Only and Vila is setting up a fashion lab dedicated to developing sustainable initiative materials. The company is trying to develop leather from fruit waste and circular textiles.

More importantly, the company recognizes sustainability as a pillar of growth for the future. As a part of this initiative, the Danish company has launched a lab under the  ‘Fashion FWD Strategy’, where new sustainability projects are set up in collaboration with innovative companies. The parent company of Jack & Jones and Vero Moda, among others, hope to participate in this initiative to work with circular materials and ensure a better production process and new business models. The lab is also an attempt to direct many companies into a sustainable mode.

The experiments in the lab have already begun with respect to leather made from fruit waste, cotton-like fibers from residual materials and organic cotton. Bestseller recently announced its large collaboration with Spinnova. Spinnova has developed a new sustainable fiber made from wood pulp. This fiber has been developed without utilizing any chemicals. The company has only used sustainable raw materials, such as wood (waste) with FSC or PEFC labels.

Vero Moda, Object and Selected are expected to launch their collections utilizing recycled material due to the recent collaboration with the Swedish company Renewcell. Circulose fabric created by Renewcell is 100% circular and has been made from discarded textiles such as production waste or worn-out clothing and turned into new fibers, fabrics and threads.