Only, the women’s fashion and denim brand owned by Bestseller, has significantly increased its sourcing of organic cotton from African farmers. Since 2023, the brand has sourced nearly 3,400 tonnes of organic cotton through a direct-to-farm model verified by Cotton made in Africa (CmiA).

This marks the first time such a large volume of African-sourced organic cotton has been used in Bestseller’s products, including Only’s popular Blush and Power denim lines, part of its seasonless NOOS (Never Out Of Stock) collections.

Finn Poulsen, Only’s brand director, emphasized the brand’s impact in expanding organic cotton production in Africa and reaffirmed its commitment to sustainability goals. The company’s partnership with CmiA ensures a streamlined supply chain, from African farmers to final denim production, benefiting both the environment and local communities.

Jonas Meier Sørensen, Only’s buying manager, highlighted the importance of collaboration in maintaining the authenticity of organic cotton and supporting African farmers. Bestseller also contributes to social initiatives, improving education and water infrastructure in Benin, West Africa. The company aims to source 30% of its cotton from organic or in-conversion sources by 2025.