Selected’s prize-winning ‘circular’ denim hits retail
An undyed, 100% organic cotton denim shirt and pair of jeans featured among the designs which ultimately led a circularity minded capsule collection by Bestseller-owned fashion brand Selected to win the Danish group’s Circular Design Challenge 2022.
Announced the overall winter during Copenhagen Fashion Week last August, the mono-material collection, which also includes 100% recycled cotton tees and a cotton trench coat made from 50% organic and 50% recycled fibres, is now available for purchase.
“This was a great opportunity to challenge ourselves and become better at designing for circularity,” the brand’s sustainability manager, Louise Lund, commented, adding that “longevity” was a major factor behind the decision to use organic cotton for denim.
The challenge was informed by Bestseller’s internally produced, open-source Circular Design Guide, first released last year and recently updated for 2023.
Representatives from Denmark’s Lifestyle and Design Cluster, ReSuit partner Design School Kolding, Global Fashion Agenda and Germany-based e-commerce platform Zalando made up the judging panel.
Image: Selected.
