Jack & Jones, the men’s apparel brand, a division of Denmark-based Bestseller, is launching two jeans that contain recycled post-consumer cotton in its effort to ensure sustainable denim. The jeans are to be included in the brands “never out of stock range.” The brand says jeans will contain the highest possible amount of recycled post-consumer cotton to reach a high level of quality. The remaining cotton will be sourced as either ‘better cotton’ or organic cotton.

The sustainable jeans project is in support of Jack & Jones’ Low Impact Denim initiative which includes the use of laser and ozone technologies. This is a part of the brand’s mission to accelerate a circular fashion system. As a strategic partner of the Global Fashion Agenda, a Copenhagen-based industry group dedicated to transforming the way fashion is consumed/produced, Bestseller is rolling out three action points on post-consumer waste.

Besides increasing its use of recycled textile fibre by 2020, all Bestsellers designers and buyers will have completed a training module on circular fashion design. The company will also offer and promote a used garment collection channel to consumers in selected markets along with partners. The action points are in reply to Global Fashion Agenda’s call to action unveiled at the Copenhagen Fashion Summit in 2017. The group called on fashion brands and retailers to sign a commitment to speed up its efforts to create a circular fashion eco-system by increasing the volume of used garments collected and resold as well as by increasing the share of garments made from recycled post-consumer textile fibre.

Dorte Rye, Bestseller’s Sustainability Manager, explained that the action points are key to a more circular system, however, they cannot stand alone. “The coming years ahead both Bestseller and the entire industry as such must learn together and be very innovative to take on the challenge on creating a more circular system for fashion.”