Most of the amount will be used for its NOOS (Never Out Of Stock) programme, which covers around half the brand’s total turnover and which focuses on styles that can be used season after season.“Of course, there are still lots of areas where we can improve, but a development like this one in a difficult market is not something we should simply downplay,” says Anders Gam, Jack & Jones’ Brand Director.

Direct-to-farm (a sourcing model used by Bestseller) cotton represents more than 25% of the brand’s expected total amount of cotton for the coming year. The brand is thus well on its way to reach parent Bestseller’s Fashion FWD target of sourcing 30% of its entire cotton supply from organic or ‘in-conversion’ cotton by 2025.“It’s a great commitment, and it signals that this is the way forward. One of our main environmental impacts lies within the materials we use, so moving from conventional cotton to direct-to-farm has a substantial impact,” added Gam.Last year, Jack & Jones booked lint from various direct-to-farm programmes corresponding 1,500 metric tonnes (MT) of cotton lint for different NOOS styles.“We estimate that the total number will increase to more than 6,600 MT lint in 2023. That is the equivalent to 18.5 million cotton T-shirts,” says Gregory Simsick, Jack & Jones’ NOOS Supply Chain Manager.