Fashion brand Object, part of Bestseller, collaborates with Swedish innovator Renewcell to produce clothing made (partially) from recycled textiles.
The material used by Object is Circulose, a real breakthrough when it comes to sustainability in the fashion industry. Half of it is made of discarded textiles coming from production waste or worn-out clothes, for example. Thanks to a unique process, powered by renewable energy, Renewcell transforms old clothing into a biodegradable raw material that can be converted into a textile fibre. The other 50% consists of Lenzing Ecovero, another type of more sustainable fabric.
The first commercial product, a trendy dress with a floral pattern, will be available in stores and online from April 2021. The fashion company also plans to use this sustainable material for part of its autumn collection.
Not a first
''We have ambitious sustainability goals at Object and are therefore very proud to be one of the first brands within Bestseller to make items with Circulose,'' says Sustainability Manager Gitte Skals Hauge.
Last year, H&M was the first fashion company to announce the use of Circulose. The Swedish retailer then launched a dress made from fifty per cent recycled jeans and fifty per cent sustainably produced wood.