Beyond aesthetics and performance, material selection carries significant environmental weight. Recognising this, it is essential to prioritise and integrate innovative and recycled solutions.

This initiative from ONLY underscores BESTSELLER’s strategic focus on reducing the need for virgin materials, including polyester. The project is a collaborative effort between ONLY, materials textile-to-textile recycling company RE&UP, and Turkish garment supplier Deniz.

Bestseller’s ONLY has partnered with RE&UP and Deniz to create garments using textile-to-textile recycled polyester and cotton from worn-out clothes and factory waste.
The project reduces virgin polyester usage while maintaining performance and durability, aligning with Bestseller’s focus on scalable, innovative recycling solutions for its popular NOOS and other collections.

Several of BESTSELLER’s major brands are actively integrating recycled materials into their existing collections, including the popular “Never Out Of Stock” (NOOS) range, known for its classic, timeless basics that transcend seasons and trends.

This enables us to create garments made from worn-out clothing and factory textile waste, while offering the same performance and durability as if it were made from virgin polyester. Pernille Tøttrup Sourcing Process Manager, ONLY.

Ideally, recycled polyester is sourced from textile-to-textile recycling processes. BESTSELLER is investing in and partnering with several innovative technology companies in this field to ensure both innovation and scalability.

RE&UP, specialised in next-gen textile-to-textile recycling, uses a combination of mechanical and thermo-chemical processes. Their modular technology is capable of separating cotton and polyester and regenerating them into ‘new’ high-quality recycled cotton and recycled polyester.

Innovation and quality

“RE&UP shares our dedication to innovation and quality, and their textile-to-textile recycled polyester meets the high standards we set for our products. This enables us to create garments made from worn-out clothing and factory textile waste, while offering the same performance and durability as if it were made from virgin polyester,” says Pernille Tøttrup, Sourcing Process Manager at ONLY.

In the initial production run, 11 styles have been converted from conventional polyester to RE&UP next-gen recycled polyester. This equates to more than 100,000 t-shirts. RE&UP is currently scaling its capacity, with the ambition to process 1 million tonnes of textile waste by 2030.

“This collaboration shows that textile-to-textile recycling is not a distant ambition, it’s already delivering industry-ready, cost-competitive fibres. Transforming the industry is undoubtedly a complex and lengthy process, but by working with partners like ONLY, we demonstrate how recycled polyester from textile waste can be a real and scalable alternative to virgin materials,” says Ozgur Atsan, CCO at RE&UP.

150,000 jackets

Earlier this year, BESTSELLER menswear brand JACK & JONES also successfully converted a NOOS bumper jacket to recycled polyester made from textile waste. This involved their best-selling style ‘Rush’, translating to 150,000 garments.

“We are actively reshaping our approach to materials, prioritising a shift from conventional to organic cotton and from virgin to recycled polyester,” explains BESTSELLER’s Head of Sustainability, Dorte Rye Olsen. She adds:

“In an ideal world, all textiles would become part of a circular production system once they are worn out. Here, we see examples of how this can be achieved. At the same time, we are aware that there is still a long way to go. Therefore, alongside exploring and investing in textile-to-textile solutions, we’re currently also expanding our use of recycled materials from other waste feedstocks.”

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)

The French niche fragrance house Initio Parfums Privés unveils its latest innovation: Feel Lab Experience, an experiment that combines perfumery, neuroscience, and artificial intelligence.

Developed in partnership with Feel’Tech by Micropole, BrainCo, and the Harvard Innovation Lab, this experience invites customers to explore their emotional responses to a fragrance. Specifically, customers are invited to wear an electroencephalography (EEG) headband fitted with sensors that record their brain activity during the discovery session. The brainwaves captured are analyzed, revealing unconscious preferences and the degree of well-being elicited by a fragrance — a process which, the brand notes, does not replace the consumer’s final choice.

The initiative is being introduced this month at Initio Parfums Privés’ Paris flagship, ahead of a selective international rollout.

For Initio, this marks another step in a strategy that treats perfume as an emotional and immersive experience. In April, the house formalized a partnership with dsm-firmenich, one of the leading suppliers of fragrance ingredients, to deepen research into the interactions between olfactory molecules and emotions.

This momentum comes against a favorable backdrop for the Sprecher Berrier Group of Companies, parent company of Initio and Parfums de Marly. The group, which recorded retail sales of $775 million for the year ended March 31, 2025 (a 41% increase), is preparing the next stage of its development with the arrival of Patrice Béliard as CEO on October 1. The former Shiseido and Estée Lauder executive will succeed Julien Sausset, who has been the driving force behind the strong expansion of both brands since 2016.

Buoyed by 50% growth in retail sales over the year, to $189 million, Initio Parfums Privés reaffirms its ambition to unite luxury, innovation, and cognitive science to strengthen its foothold in the global niche perfumery market.