Spinnova and Bestseller have launched Jack & Jones trousers that are made of 20 per cent Spinnova fiber, 20 per cent BCI cotton and 60 per cent organic cotton.

Spinnova is a material innovation company based in Finland. Bestseller is a Danish fashion group which owns Jack & Jones.

The new fiber created by Spinnova is made from wood with no harsh chemicals involved in the process. The technology guarantees close to zero water use and minimal CO2 emissions while ensuring a natural touch and feel.

This is the first Jack & Jones product made with Spinnova fiber. Bestseller operates in 70 markets with over 20 individual brands. Jack & Jones believes in a better way of making clothes and pushes itself to innovate and explore processes and materials with a lower impact on the environment.

In Spinnova, the brand found a strong and ideal partner to work with. Bestseller’s aim is to change the fashion industry for the better and so is an early adopter of Spinnova’s revolutionary material. Spinnova is now working toward industrial-scale production of a million tonnes of sustainable fibers annually. Its strategy includes commercial scale-up and the involvement of multiple brand owners who are committed to the long term.