Bestseller's Jack & Jones has launched a new line of jeans made from recycled cotton-rich waste fibre, Infinna, which is an eco-friendly alternative to virgin cotton.

Infinna from Infinited Fiber Company (IFC), is a textile fiber made from recycled cotton-rich waste and is free of harmful chemicals. The resulting fabric is of premium quality, versatile, and has a soft feel that is indistinguishable from cotton. Moreover, it can be recycled repeatedly without losing its quality or performance.

Infinna is a circular superfiber created from textile waste, making it an eco-friendly alternative to virgin cotton. It is completely biodegradable and contains no microplastics, making it a sustainable choice for the future of fashion. By incorporating Infinna into their products, Bestseller and Jack & Jones are reducing their reliance on virgin cotton and diverting textile waste from landfills, thereby reducing their carbon footprint.

As the fashion industry comes under growing pressure to address its environmental impact, Bestseller and Jack & Jones are setting an inspiring example by embracing new materials and technologies that promote sustainability.

Bestseller's investment arm FWD was among the new investors in IFC's recent financing round, and this investment has secured a multi-year sales agreement with IFC for Bestseller.