Delivering a mix of innovation, craftsmanship and expertise to consumers in the BLACK FOREVER collection, a new vision has arrived for denim.

In the collaboration with LENZING™ Modal Black, Soorty and ONLY take the brand’s DNA to a next level. Now the launch of ecological denim utilizing new fashionable and sustainable solutions is available in a variety of applications – jeans, skirts, tops, and jackets. ONLY BLUE DENIM, BESTSELLER’S most successful female denim brand is now powered by Soorty’s BLACK FOREVER. ONLY BLUE DENIM will launch BLACK FOREVER concept in July 2018 across all European stores and online.

The technological innovations in these signature black fabrics are durability with lasting color even after repeated washing. Soorty launches BLACK FOREVER denim turning black denim into a timeless piece of clothing, featuring lower impact in dyeing and super soft handfeel giving the wearer amazing comfort even after many home laundries. There is a lower environmental footprint with Black Forever using less water, chemicals, and energy than conventional dyed products. In the seasonal color story of classic never fade black the BLACK FOREVER approach is futuristic, fashionable, and ecological.

Fashion trends and inspiring editorial content are the backbone of Bestseller, a family-owned accessories and clothing company based in Denmark. The company, which aims to provide fast affordable fashion for consumers worldwide, features a diverse portfolio of more than 20 different apparel brands, including Jack & Jones, and ONLY BLUE DENIM. Bestsellers’ brands are sold globally through e-commerce platforms and marketed in 70 markets across Canada, Europe, the Middle East and other core international regions.

Based in Karachi, Pakistan, Soorty is shaking up the sector with its innovative denim fabrics and jeans. Through research, innovation and a focus on consumers’ current fashion demands, Soorty is providing its own take on the denim sector. Soorty currently has a pre- and post-consumer waste shredding plant, offers vertical eco-friendly solutions from sourcing to finished product and operates a gold rated U.S. Green Building Council (USGBC) certified garment factory in Bangladesh.