BESTSELLER is introducing 'Fashion FWD Lab' - an experimental sustainability playground, which will identify new and innovative solutions that will help create the future that the fashion industry needs.

Our strategy to get there, is Fashion FWD. We want to play a significant role in overcoming the biggest sustainability challenges and we see sustainability as a prerequisite for ongoing business success. For this to happen, we are investing and innovating, and working in partnership across the value chain. We are accelerating action on a number of key priorities and we will continuously re-evaluate our approach moving forward to remain responsive to the changing external landscape.

Renewable energy

BESTSELLER and its parent company HEARTLAND have partnered with energy company Better Energy to build its own solar power plant, thus taking an initial step towards its ultimate ambition of becoming climate positive.

The solar power plant is expected to have a capacity of over 125 megawatts (MW) and BESTSELLER anticipates this will produce the equivalent of its entire global energy consumption for owned and operated buildings.

The new solar power plant, which will be privately funded with no subsidies, has been made possible by HEARTLAND and Invest FWD, BESTSELLER’s new investment platform focusing on sustainability. With this project, BESTSELLER will achieve one of the goals set out in its sustainability strategy, Fashion FWD, launched last year.

“We wanted to have a direct impact on the deployment of new renewable energy, which will both help us achieve our ambitions at BESTSELLER but also make a positive impact on the world around us,” says BESTSELLER’s Head of Corporate Affairs, Dorthe Scherling Nielsen.

Better Energy is an obvious fit for the project as the company focuses on ‘additionality’ – the idea that new renewable energy capacity is built and added to the grid.


In connection with the Fashion FWD sustainability strategy, BESTSELLER articulated an ultimate ambition - known as the North Star, which commits us to bring Fashion FWD until we are climate positive, fair for all and circular by design.


Fibres and materials are essential to fashion. Year round we create accessories and garments made from a range of natural and man-made fibres that can be cut and sewn into clothing. BESTSELLER is naturally committed to sourcing and using materials that have less impact on the environment with a reduced water, energy and chemical footprint.

Collaborating with major sustainable textile initiatives, such as Fashion for Good, Sustainable Apparel Coalition, Textile Exchange, Make Fashion Circular, Better Cotton Initiative and Organic Cotton Accelerator, we are continuously conducting research on market trends, innovative processes, technologies and fibres that enable the transitioning of the fashion industry into a more sustainable and circular one.

In order to help our customers navigating through collections from all BESTSELLER brands, we understand the importance of communicating about products which are the more sustainable choice. Therefore, BESTSELLER has composed the following overview for claiming sustainability on product level. This indicates what to expect when a product is labelled “more sustainable” in BESTSELLER.