Denmark-based fashion brand Bestseller has signed on to increase its sustainable cotton sourcing through the Better Cotton Initiative’s Better Cotton Fast Track Program (BCFTP). BCFTP was established in 2010 to channel funds to farmer training and capacity building programs designed around the Better Cotton Standard—an approach to sustainable cotton production that ensures the commodity is environmentally, socially and economically sustainable.
The brand has been a member of the Better Cotton Initiative (BCI) since 2011, but its move to participate in the fast track program will be to make sustainability in its supply chain more wide reaching. More than 60 percent of the brand’s total fiber consumption comes from cotton, making it a key commodity for its business.
BCI’s fast track program allows for the organization and its partners to reach more regions, train more farmers and produce more Better Cotton, accelerating the global scaling up of the sustainable fiber.
As outlined in its Sustainability Strategy 20 by 20, Bestseller aims to have the majority of its cotton sourced from sustainable suppliers by 2020. Two of the company’s leading brands, Jack and Jones and ONLY, have already been sourcing Better Cotton throughout the last year.
Katrine Milman, who works in corporate sustainability for Bestseller, one of Europe’s largest fashion companies, said, “In Bestseller, we are very excited about joining the BCFTP. We have been working with Better Cotton during the last couples of years getting to know the system and the market. For us it is a natural development to take our actions a step further in order to increase our engagement and uptake of Better Cotton.”
Bestseller is the tenth brand partner to join BCFTP whose existing members include Levi Strauss & Co, Marks & Spencer, H&M, Adidas, Nike, Tommy Hilfiger Europe, VF Corporation and TESCO.
The privately-owned brand markets its clothing in 70 markets across Europe, the Middle East, Canada, India, and worldwide through its e-commerce platform. Bestseller has more than 3,000 branded chain stores and its products are sold in roughly 15,000 multi-brand department stores.