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AMSTERDAM – International fashion house Bestseller has entered a strategic partnership with Dutch initiative Fashion for Good (FFG) as the pair look to drive the mass fashion market’s adoption of sustainable, circular technologies.

The Danish conglomerate, which oversees more than 20 brands, including Jack & Jones, Junarose and Mamalicious, will help set Fashion for Good’s innovation strategy and define its focus areas, while offering graduates of FFG’s Accelerator programme the opportunity to collaborate.

The mutually beneficial commitment likewise puts Bestseller firmly on the map for its efforts in sustainability; as its association with Fashion for Good, an initiative synonymous for its work in bridging the gap between leading brands and budding start-ups, coincides with its Fashion FWD strategy.

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