BESTSELLER brand brings their first SPINNOVA® product to the stores

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The Danish multi-brand retailer BESTSELLER launched the first product made with SPINNOVA® for consumers. Representing a range of more than 20 individual fashion brands like VERO MODA, VILA and SELECTED, BESTSELLER’s first SPINNOVA® product is a pair of men’s trousers for JACK & JONES made of SPINNOVA® fibre and cotton. The trousers are available online with a global reach. 

Spinnova and the Danish fashion house BESTSELLER announced their joint product development partnership in 2020 after being introduced by the Fashion for Good initiative that works as a matchmaker for brands and innovators. The partnership is part of BESTSELLER’s ambitious sustainability strategy, Fashion FWD, that includes the goal of bringing new branded and certified fibres to the market by 2025. Currently BESTSELLER operates in 70 markets with over 20 individual brands.  

“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,” says Elena Osenbrüg, Sustainability Responsible at JACK & JONES.   

The first collaboration product is for BESTSELLER’s largest brand, JACK & JONES, that sells its collections in over 800 of their own stores, on and through thousands of wholesale partners across the world. The newly launched product is a pair of men’s trousers for JACK & JONES, made of 20% SPINNOVA® fibre, 20% BCI cotton and 60% organic cotton. The trousers are available online with a global reach. 

“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,” says Spinnova’s CEO Kim Poulsen.  

This product launch is integral part of Spinnova’s commercialization journey. Spinnova’s first commercial scale factory is expected to be completed in Finland at the end of this year. Together with its investor and joint venture partner Suzano, 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. 

See the trousers in the JACK & JONES webstore

Kim Poulsen, Spinnova CEO, 

SPINNOVA – Sustainable textile materials, naturally 

Spinnova transforms the way textiles are manufactured globally. Based in Finland, Spinnova has developed breakthrough patented technology for making textile fibre out of wood or waste, such as leather, textile or agricultural waste, without harmful chemicals. The SPINNOVA® fibre creates zero waste and side streams or microplastics, and its CO2 emissions and water use are minimal. SPINNOVA® materials are quickly biodegradable and circular. Spinnova is committed to using only sustainable raw materials such as FSC certified wood and waste. SPINNOVA® fibre is produced without harmful or complex chemical processes, and has the touch and feel of natural fibres such as cotton and linen.  

Spinnova has received awards from e.g. the Fast Company, ISPO, Scandinavian Outdoor, ANDAM, Monocle and Marie Claire UK. Spinnova’s shares (SPINN) are listed on the Nasdaq First North Growth Market Finland.  

SPINNOVA® home:    
Corporate & IR site:   


BESTSELLER is an international, family-owned fashion company with a strong foundation. The company provides fashion clothing and accessories for women, men, teenagers and children through a range of more than 20 individual fashion brands such as JACK & JONES, SELECTED, VERO MODA, ONLY, PIECES, VILA, OBJECT, MAMALICIOUS, NAME IT and Y.A.S. BESTSELLER’s products are available online, in branded chain stores, in multi-brand and department stores across most of the world. 

BESTSELLER wants to play a significant role in overcoming the biggest sustainability challenges and sees sustainability as a prerequisite for ongoing business success. Therefore, BESTSELLER is investing in innovation and working in partnerships across the value chain. The ultimate ambition is to bring Fashion FWD until the company is climate positive, fair for all and circular by design. 

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