Better Cotton Initiative (BCI) has added another prominent member in its drive from Europe. ‘Bestseller’, one of Europe’s largest fashion brands, has become member of the BCI’s Better Cotton Fast Track Programme (BTFCP). The aim is to channel funds directly to farmer’s training and capacity-building programs designed around the BCI standard, the BCFTP was set up in 2010 through the sustainable trade initiative and leading NGOs. The BCI and its partners reach more regions, train more farmers and produce better cotton under the drive which has dramatically accelerated the scale up of Better Cotton worldwide.

Denmark-based ‘Bestseller’ is a privately held family-owned clothing company founded in 1975. Its products are sold in 70 markets across most of Europe, the Middle East, Canada, India, and globally via e-commerce. They have more than 3,000 branded chain stores across 38 markets worldwide and the products are sold in approx. 15,000 multi-brand and department stores.

More than 60 per cent of Bestseller’s total fiber consumption comes from cotton which makes it the most important fiber in their products. Bestseller’s ‘Sustainability Strategy 20 by 20’ aims to have majority of its cotton sourced from sustainable sources by 2020. After joining the BCI in 2011, they have since contributed directly to support farmer training in India and have set themselves an ambitious and strategic goal to source Better Cotton. Two of their frontrunner brands ‘Jack and Jones’ and ‘ONLY’ have already been sourcing Better Cotton throughout the year.

In January 2015, Bestseller officially joined the BTFCP – making it the 10th brand partner to be a part of the demand-driven coalition of front-runner apparel brands. Other partners in the Better Cotton Fast Track Program include IKEA, Levi Strauss & Co, Marks & Spencer, H&M, Adidas, Nike, Tommy Hilfiger Europe, VF Corporation and TESCO.