Jack & Jones is digging deeper into sustainable denim.
The men’s apparel brand, a division of Denmark-based Bestseller, is launching a pilot this year with two jeans that contain recycled post-consumer cotton. The jeans are to be included in Jack & Jones’ “never out of stock range.”
The brand says the jeans will contain the highest possible amount of recycled post-consumer cotton to reach a high level of quality. The remaining cotton will be sourced as either Better Cotton or organic cotton.
The sustainable jeans support Jack & Jones’ Low Impact Denim initiative, which includes the use of laser and ozone technologies.
The pilot is part of Bestsellers’ larger mission to accelerate a circular fashion system. As a strategic partner of the Global Fashion Agenda, a Copenhagen-based industry group dedicated to transforming the way fashion is consumed and produced, Bestseller is rolling out three action points on post-consumer waste.
In addition to increasing its use of recycled textile fibers, by 2020, all Bestsellers designers and buyers will have completed a training module on circular fashion design. The company will also offer and promote a used garment collection channel to consumers in selected markets together with partners.
The action points are a response to Global Fashion Agenda’s call to action unveiled at the Copenhagen Fashion Summit in 2017. The group called on fashion brands and retailers to sign a commitment to ramp up its efforts to create a circular fashion eco-system by increasing the volume of used garments collected and resold and by increasing the share of garments made from recycled post-consumer textile fibers.
Cheap Monday, Guess, Loomstate, Mud Jeans and VF Corp. are among the signatories.
Dorte Rye, Bestseller sustainability manager, said the action points are key to a more circular system, but they cannot stand alone.
“The coming years ahead both Bestseller and the entire industry as such must learn together and be very innovative to take on the challenge on creating a more circular system for fashion,” Dorte said.