HNST focus on putting the environment and sustainability at the forefront without compromising on qualityHNST is a brand new, sustainable and ethical label created in March 2018 by former economist Tom Duhoux. His mission is to educate consumers to stop considering clothes as cheap, disposable products and to highlight that the current system is not sustainable for our planet.
Fashion industri
It is generally known that the fashion industry is the second most polluting industry. The fact that fashion production has doubled over the last fifteen years and that we throw away our clothes faster than ever is probably less known: no less than 50% of Flemish clothes end up in residual waste. However, it is perfectly possible to recycle the cotton used in so many of our clothes and that is just what HNST do.
The Collection
The collection, which consists of 8 different styles including jeans, denim jackets and dungarees, is made in Italy from 56% recycled denim fibres, 21% Tencel® and 23% Greek cotton. The recycled denim fibres were sourced from HNST’s ‘time to harvest’ collecting campaign, where more than 6,000 pairs of old denim were collected in the Antwerp region. The collection is designed according to circular economy principles and the entire production process from fibre to jeans takes place in the EU in a radically transparent way. The jeans are designed to be fully recyclable should you choose to part with your jeans in the future.
All HNST packaging is also recycled and designed to be reusable. Of his decision to join SODs, founder Tom says: “We were very honoured when SODS approached us asking whether we wanted to be present on their platform. As we started doing what we are doing as we wanted to do things radically different, I like the fact that SODS also wants to change the way consumers purchase fashion. Its focus on putting the environment and sustainability at the forefront without compromising on quality or design nicely aligns with our own brand belief.”
