Jack&Jones holding company launches gender-neutral fashion brand

Bestseller, the holding behind chains like Only, Vero Moda and Jack&Jones, will launch a gender-neutral fashion brand, called IIQUAL, next year.

Flexible clothing

The Danish fashion group is responding to the rising demand for gender-neutral clothing with this new brand, which promises “fashion without a specific gender label”. “People are not afraid to demand something different. We believe in making clothes that empower people, which is especially needed after the pandemic”, says Maria Dons, Head of Brand.

With a greater openness among young people to not just be defined as male or female and non-binarity on the rise, the fashion holding company sees a gap in the market for “open-minded and inclusive fashion”. “We use timeless, casual fits with great attention to customised details that can be adjusted at the waist or sleeve length, so that people can customise the clothes themselves”, design manager Sandra Ottesen explains.

The clothing line claims to be especially flexible: many items can be adjusted, rolled up or buttoned so that they not only fit every gender but also allow for different options and styles. In this way, the brand hopes to extend the life of the designs and offer something for everyone, even though IIQUAL does promise trendy colours and prints. The first collection will be available for summer 2023 and will be sold directly online.