Recently, Finnish material innovation company Spinnova collaborated with Danish fashion group Bestseller to launch the product for JACK & JONES, which is a pair of men’s trousers made of SPINNOVA® fibre and cotton.
The products made with 20 percent SPINNOVA® fibre, 20 percent BCI (Better Cotton Initiative) cotton and 60 percent organic cotton.
This new fibre created by Spinnova is made from wood with no harsh chemicals involved in the process. The company promises that the technology “guarantees close to zero water use and minimal CO2 emissions while ensuring a natural touch and feel.”
Elena Osenbrug, Sustainability Responsible at Jack & Jones said, “At Jack & Jones, we believe in a better way of making clothes. We push ourselves to innovate and explore processes and materials with a lower impact on the environment. In Spinnova, we found a strong partner to step up. After visiting Spinnova’s mill in Finland, seeing how pristine the fibre production is, and close work with our buying team to create a statement piece, I am excited to see the first Jack & Jones product made with SPINNOVA® fibre on market.”
On the other hand, Spinnova’s CEO Kim Poulsen said, “BESTSELLER is one of our long-term brand partners and we are glad to be an integral part of their ambitious sustainability strategy, Fashion FWD, in the 70 markets they operate in.”
That’s why it’s great to get to see the launch of their first product with SPINNOVA® fibre that is now available for all their consumers, he added.
Accordingly, this collaboration with Spinnova is a highly promising material innovator. As always, their aim is to change the fashion industry for the better.
BESTSELLER is an early adopter of Spinnova’s revolutionary material, and they genuinely believe in their ambition of making a truly sustainable material, which can be turned into commercial products.
Notably, in 2020, the BESTSELLER and Spinnova announced their joint product development partnership after being introduced by Fashion for Good – a matchmaker between brands and innovators. Now BESTSELLER operates in 70 markets with over 20 individual brands.
Spinnova aims to scale its global production to one million tonnes of sustainable fibre annually within the next 10-12 years – providing global fashion brands and retailers with a versatile and sustainable fibre at scale.