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Circular Innovation Takes Center Stage in Selected Capsule Collection

Organic cotton, recycled cotton and undyed materials are among the ingredients in Selected’s new circular capsule collection. 

The designs were born from parent company Bestseller’s Circular Design Challenge 2022 launched last August. The challenge tasked colleagues from variety of Bestseller brands including Jack & Jones, Noisy May, Object and others to become more skilled and knowledgeable about designing for circularity

The goal was to exchange knowledge about processes and improve initiatives, while aligning with Bestseller’s Circular Design Guide. The circular framework provides criteria for raw materials, production, durability and recovery for recyclability and disassembly. 

Selected Femme/Homme’s concept was chosen by a panel of judges from Global Fashion Agenda, Zalando, Lifestyle & Design Cluster and Design School Kolding. 

“The judges really had to make a difficult choice, but there is no doubt that Selected have really acquainted themselves with the principles of designing for circularity—and simultaneously they were able to convey this insight through their capsule and presentation,” said Camilla Skjønning Jørgensen, Bestseller innovation manager. 

Mono-materials are used across Selected’s collection to make garment recycling easier. This includes a 100 percent recycled cotton relaxed fit T-shirt and a 100 percent organic cotton denim set. The undyed men’s pieces include an overshirt with patch pockets and straight leg jeans. 

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The denim garments feature recyclable lining and buttons and reduced labeling. Cutting instructions are placed on the inside of the pieces to explain how to break down components for recycling


The collection also includes Selected’s first unisex product: a modern interpretation of a trench coat. Made with 50 percent organic cotton and 50 percent recycled cotton, the all-weather jacket has natural buttons made with corozo nut, a detachable hood and a relaxed shape and foldable sleeves to a variety of body types. 

A care guide on Selected’s website provides detailed advice on how to wash, store and care for the clothes to extend their life.

Louise Lund, Selected sustainability manager, said the design challenge was an opportunity to become better circular designers.“From optimal use of resources to durability, recyclability and mono materials, all design decisions of the new capsule collection were made to support that each garment can be part of a circular system,” she said. 

As part of their first place prize, Selected also gained access to Cycora, a regenerated alternative to conventional polyester from Abercycle, for a pilot collection. Bestseller invested in the innovation in 2022.

“We are very much looking forward to seeing this innovation unfolded in a commercial collection next year,” Skjønning Jørgensen said.