Bestseller Only label to launch innovative black jeans as part of eco focus

By

Sandra Halliday

Published
Jun 21, 2018

Bestseller’s Only brand is hailing a step forward in jeans technology and is preparing to launch “innovative black jeans” next month that underline the parent company’s “ongoing drive for a more sustainable future.”

The company said that “replacing faded black jeans with a crisp new pair may be a thing of the past thanks to Only’s Forever Black denim.”

The company has linked up with innovative Pakistan-based denim manufacturer Soorty to create Forever Black in collaboration with wood pulp-based fibres specialist Lenzing.

The Tencel Modal fibres in the jeans, which are the primary component of Forever Black, can maintain a true black colour and are produced with responsibly sourced wood pulp – rather than traditional cotton. They’re pre-dyed in the process of turning the wood pulp into fibre, the company said.

The fibres have been certified with the EU Ecolabel and offer a reduction of up to 50% energy and water, as well as a 60% reduced carbon footprint.

Bestseller added: “Forever Black maintains the focus Only’s sub brand – Only Blue Denim – has on combining sustainability and innovation in the field of denim – a concept they call Rethinking Denim.”

In fact, the company has been working intensively with Soorty on “scrutinising the entire denim production process in the search for more sustainable solutions.” And for one of the 2019 collections, Only has recently ordered 40,000 pairs of jeans that will use recycled polyester for stitching.