Danish fashion group Bestseller’s biggest brand, denim label Jack & Jones, has launched its very first pair of jeans containing Infinna viscose fibres.

 

The viscose is made by Finnish start-up Infinited Fiber Company (IFC) from regenerated post-consumer textiles.

 

Bestseller became an IFC investor back in 2021, when its Invest FWD arm participated in an approximately $32.6 million (€30 million) round alongside sports group adidas and Finland’s Security Trading. The group's multi-year purchase agreement with IFC, which gives it access to Infinna, is ongoing. Earlier investors included Chinese viscose producer Sateri, investment firm Nidoco and H&M Group, both based in Sweden.

 

Slim-fit denim jeans by the name of Glenn Evan AM 341 are the result. They contain majority Infinna viscose fibre (50%), plus 48% cotton and 2% elastane. Urea, as opposed to carbon disulfide, was used during production of the viscose, according to Jack & Jones. The jeans can stretch by as much as 50%, it added, while retaining their shape. 

 

Learn about Bestseller's latest sustainability projects and commitments in issue 10 of Inside Denim magazine.