Jack & Jones launches first jeans using Infinna

By

Sandra Halliday

Published
Apr 3, 2023

Besteller’s Jack & Jones menswear brand is continuing its sustainability drive with the launch of a pair of jeans made from the innovative Infinna from Infinited Fiber Company (IFC).

The firm’s tech can “turn cotton-rich textile waste into Infinna – a premium-quality regenerated textile fibre without any harmful chemicals”.

Bestseller said the fibre is “soft, versatile, and looks and feels just as cotton”. Garments made with Infinna can (once worn out) again be recycled in the same process together with other textile waste.

The Danish fashion giant’s investment arm FWD was among IFC’s new investors in a financing round back in 2021 and Bestseller has a multi-year sales agreement with it “to secure access to their pristine fibre”.