Bestseller has launched its new innovation lab ‘Fashion FWD Lab’, which focuses on new low-impact circular materials and production technologies, as well as circular business models. As Bestseller’s experimental sustainability hub, Fashion FWD Lab acts as a catalyst for collaborations consisting of pilot projects, workshops, case studies and more to accelerate sustainable change.

Thanks to Bestseller’s Fashion FWD Lab, Vero Moda, Object and Selected have become some of the first fashion brands to produce garments at market scale from a new material made exclusively from recyled textiles.

The material is called Circulose® and it is a breakthrough in sustainable fashion. The partnership with Renewcell is the latest to be unveiled under the umbrella of Fashion FWD Lab – Bestseller’s sustainability innovation hub.

Renewcell’s Circular Business Manager Jenny Fredricsdotter agrees that this is an important collaboration as it demonstrates the commercial capability of Circulose® and that recycling textiles finally works.