Bestseller has launched the first clothing range to be made with Swedish wood pulp supplier Södra’s ‘OnceMore’. OnceMore® is based on the world's first industrial-scale recycling process for mixed post-consumer textile waste, which is coupled with wood from Södra's responsibly managed forests.

The JACK & JONES brand offers men's summer shirts, which are available for purchase online in 19 regions. JACK & JONES was founded in Denmark in 1990 and has grown to be the largest brand within the BESTSELLER group, with collections sold in over 800 shops, online, and via thousands of wholesale partners around the world.

Södra CEO and President Lotta Lyrå, said that this is a watershed moment for Södra. They’ve witnessed OnceMore® evolve from a concept to a pioneering approach for textile circularity. They can offer circularity to the textile industry with 20% post-consumer waste material and wood from their ethically managed forests in OnceMore®. BESTSELLER has validated their efforts with this first-ever OnceMore® garment, which is tremendously encouraging for them as the company as they move toward a more sustainable future.

Södra Business Development Manager Angeline Elfström, said that BESTSELLER has proved its dedication to sustainability and circularity by joining them on this journey. Thanks to their viscose-producer client and BESTSELLER's collaboration, a 100% OnceMore® by Södra garment is now available on the market, demonstrating that circularity, appealing fashion, and high quality are natural companions.

Södra obtains post-consumer trash for OnceMore® from a variety of sources, including hotels and restaurants, as well as outdated clothing, allowing the textile and fashion industries to close the loop and contribute to a more circular society.

Camilla Skjønning Jørgensen, BESTSELLER’s Sustainable Materials & Innovation Manager, said that they view OnceMore® as a fresh and interesting idea with a lot of promise at BESTSELLER. As technology matures, it has the potential to have a hugely beneficial influence. They hope and anticipate that this first JACK & JONES collection based on OnceMore® will be the start of substantial cooperation for circularity in fashion.