MIKKEL HOCHREIN ALBREKTSEN

CREATIVE BUYING MANAGER, BESTSELLER GROUP

Designing for circularity and paying high attention to sustainability in general are key factors. We see an increased focus on degradable !bers, sustainable dying processes in denim mills and treatments in laundries, with water recycling and renewable energy. The trend is going towards denim’s original roots, but a bit less stretchy this time, using soft !bers ensure an authentic jeans look whilst feeling much softer than the old school, traditional sti" denim and workwear. Functionality is also a key focus.