Bestseller Group’s Jack & Jones brand introduced its first jeans made with Infinited Fiber Company’s Infinna fiber, a regenerated and recyclable fiber created from cellulose-based textile waste.
The men’s Glenn Evan slim fit jean is made with 50 percent Infinna, 48 percent cotton and 2 percent elastane.
Infinna gives the jeans the soft and natural look and feel of a 100 percent cotton garment. Infinna is biodegradable and contains no pollutive microplastics. Clothes made with it can be recycled again in the same process together with other textile waste.
Bestseller’s investment arm, Invest FWD, was among the Finnish textile technology group’s financing round in 2021. As part of its Fashion FWD sustainable strategy to transition to new low-impact materials and regenerative production, the Danish company has signed a multiyear sales agreement with Infinited Fiber Company to secure access to the circular fiber.
Camilla Skjønning Jørgensen, Bestseller Group’s sustainable materials and innovation manager and head of the Bestseller Innovation Lab, said the investment is “a pathway to change the environmental impact of the fashion industry, as it provides a technology solution that makes textile-to-textile recycling possible.”
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“At the same time, this is something that represents the potential for Bestseller to reach our North Star and become circular by design. And most importantly: this is only the beginning,” she added.
Infinna’s footprint in the denim market is growing. In 2021, Weekday introduced a collection of just 64 pairs of women’s jeans made with the fiber. Later that year Wrangler bowed a men’s jacket and jeans made with 30 percent Infinna. Ganni, Pangaia and Tommy Hilfiger have also introduced the fiber into their collections.
Jack & Jones is often the first of Bestseller’s brands, which includes Vero Moda, Only and Noisy May and more, to try new fibers and innovations.
Last year it launched a chino made with 20 percent Spinnova, a fiber made from wood or waste, such as leather, textile or agricultural waste, without harmful chemicals. In 2022, Jack & Jones launched a line of gold-level Cradle to Cradle (C2C)-certified jeans made from organic cotton and Roica V550 degradable elastane.
The brand was also the first to use cotton frown from the Milliner Organic Project, an organic cotton initiative launched by Pakistan-based denim mill Artistic Milliners.