In the first half of 2022, Bestseller plans to access potential investment targets through OCA and CmiA. The company also aims to increase sustainable sourcing through its membership in Better Cotton Initiative (BCI). The recently published 2021 Sustainability Report by the Danish company highlights its focus on sustainability in denim through a strategy called Fashion FWD.

To achieve its ambitious goals, the company needs to increase investments in innovations and curb resource consumption, says Anders Holch Povlsen, CEO and Owner. It needs to take collective action in all areas from raw materials to end consumer and beyond. In 2021, Bestseller added several new fibers to its portfolio. Their brand Selected brought denim styles made with cotton from Africa’s new organic standard, CmiA-Organic. Similarly, Jack & Jones introduced a line of jeans made with Lenzing’s Carbon-zero Tencel fiber

Bestseller’s long-standing supplier Artistic Milliners launched fully traceable organic cotton called Milliner Cotton Organic in March 2021. Only developed new denim initiative called ‘Wiser Wash Jeans’ that eliminates pumice stones and toxic chemicals involved in traditional washing indigo denim. The first jean styles made with Wiser Wash are part of Only’s “NOOS” program of in-stock items and more will launch this year.

In 2021, Bestseller also completed a pilot of Higg Index Transparency Program with its Selected brand. The program enables brands to disclose the environmental impacts of fabrics across four areas: greenhouse gas emissions, fossil fuel consumption, water use and water pollution—in a consumer-friendly way. Jack & Jones, Vero Moda and Only have started trials. The company also conducted lifecycle assessments for two denim styles by Selected.