Bestseller plans to source man-made cellulosie fibers and direct-to-farm cotton across its supply chain in partnership with TextileGenesis. Owner of Jack & Jones and Vero Moda brands, Bestseller has scaled the new blockchain solution around traceability in collaboration with TextileGenesis on several successful pilot projects. The brand will trace the fibers in approximately 25 million garments from raw material to end product, as per a Fashion Network report.

Danique Lodewijks, Senior Project Specialist, Bestseller Sustainability opines, the collaboration will help them ensure transparency and validation for a significant part of fibers and products. It will also help comply with new regulations being brought in by the European Union. From 2024, the EU will make it mandatory for each product to have a digital passport, with information about the product’s environmental sustainability.

Alongside a group of key suppliers, Bestseller is currently embarking on the first part of the platform's implementation phase. The brand will gather feedback from suppliers to create a workable and scalable system for the entire supply chain. It will be web-based cloud solution designed specifically for the fashion industry to trace fibers as they move along the supply chain. All products in the system will be made of multiple fibers that would go through a spinning, weaving, dyeing and manufacturing process.

The system will be energy efficient and not rely on the large servers that characterize some blockchain technologies such as cryptocurrency-based platforms.