Denmark's Bestseller brand Selected launches garment with cycora

“We are very focused on accelerating the enormous opportunity of enabling circularity in the fashion industry. We see textile-to-textile regeneration as one of the most impactful actions the industry can take toward decarbonisation and are grateful for like-minded, supportive partners like Bestseller who operate with a long-term focus on circularity,” said Shay Sethi, CEO and co-founder, Ambercycle.

Through Bestseller’s investment arm, Invest FWD, the Danish fashion group invested in LA-based Ambercycle early on.

“Companies like ours, with ambitious sustainability targets and commitments, must continuously support textile-to-textile recycling innovation to make it an everyday reality. Ambercycle has a technology that is quite unique, using molecular regeneration which is less dependent on energy compared to other recycling processes,” said Camilla Skjønning Jørgensen, Bestseller’s innovation manager.

“With their ongoing focus on the integral systemic shift, which Bestseller also works for, Ambercycle isn’t just an obvious investment case. They’re also long-term business partners. Simultaneously, the high quality of cycora definitely matches pristine virgin materials, which the new Selected Femme garment is a prime example of,” explained Jorgensen.

As one of the first fashion brands, Selected Femme/Homme has created a limited-edition cycora dress, the company said in a press release.

Working with fibre innovation is nothing new to Selected. Over the past years, several innovative fibres have been introduced to the brand’s collections – spearheaded by Louise Lund, sustainability manager at Selected Femme/Homme. Now cycora regenerated polyester has become the latest addition to Selected’s fibre selection.

“Cycora is a truly remarkable innovation. It solves a worldwide waste issue by preventing used clothes from ending in landfills and bringing them into a circular system. This will be key in the future of fashion, and we are proud to be among the first brands to bring this solution to the European market and make it available to shoppers,” Lund said.

“Circularity has been a key focus for Selected for years. We have been educating our designers on designing for circularity – like how we can make garments last longer and promote recyclability. But design is one thing. Using versatile materials with a lower footprint is another way to make a change, and for that we need great innovators like Ambercycle,” concluded Lund.

Fibre2Fashion News Desk (RR)