Denmark's Bestseller introduces new brand ADPT

By

Cajsa Lykke Carlson

Published
Feb 5, 2015

Danish fashion and accessories company Bestseller is known for brands like Jack & Jones, Selected and Vero Moda, and has created fast, affordable fashion since 1975. Its latest brand is a step in a new direction: ADPT is a unisex label that will blend high fashion trends with casual fabrics.

"By being a new brand in as large a company as BESTSELLER, it has been very important for us to develop our own and individual DNA, which we believe that we have succeeded with," says Brand Manager Thomas Rosenvold Tygesen.

At ADPT's core is casual jeanswear, and the brand has a clean look with focus on shapes, forms, high quality fabrics and details. Despite being unisex, the label has both a male and a female product line.

Tygesen reveals that ADPT also has its own unique terms of production and flexibility. "We focus on keeping our value chain short, so that we’re constantly able to adapt to the market demands. We have 6 small collections with deadlines as close to the delivery as possible," he says.

ADPT's target market is "the fashion conscious youth, who navigate in a constantly changing world, where technology surrounds us and the world is getting smaller every day."

ADPT will be available in the UK, Germany, the Netherlands, Sweden, Norway, Denmark and Finland.