Danish multi-brand retailer Bestseller is teaming up with Finnish fibre producer Spinnova on a joint product development initiative to determine which of the fashion company's ranges will best suit its new sustainable wood-based fibres.

As part of Bestseller's Fashion FWD sustainability strategy, the initiative will be carried out on the Vero Moda, Vila, and Selected brands.

Having proof of concept from its pilot production line, Spinnova is starting to commercially scale-up production of its cellulose-based fibres made from FCS-certified wood or cellulosic waste streams. Unlike other cellulose-based fibres, the firm says its technology involves no dissolving, harmful chemicals or side streams.

"Our aim is to change the fashion industry for the better," says Camilla Skjønning Jørgensen, sustainable materials and innovation manager at Bestseller. "Bestseller is an early adopter of Spinnova's revolutionary material, and we genuinely believe in their ambition of making a truly sustainable material, which can be turned into commercial products."

In tandem with the partnership, Bestseller has opened an innovation lab 'Fashion FWD Lab,' which focuses on new, low-impact and circular materials, better production, new business models and smarter ways of manufacturing.

As the company's experimental sustainability playground, Fashion FWD Lab acts as a catalyst for collaborations consisting of pilot projects, workshops, case studies and more, to accelerate sustainable change. In the coming months, Bestseller says the lab will reveal more new collaborations.

Spinnova and Bestseller were introduced by the Fashion for Good initiative that works as a matchmaker for brands and innovators. Spinnova has been part of the Fashion for Good Scaleup programme in 2018-2020.