Belgium-based HNST (pronounced “honest”) is focused on making a positive impact through denim. Founded in 2017, the company designs with circularity in mind, with details such as removable and replaceable buttons, 100 percent natural fibers, including cotton and TENCEL™, and back patches made of cellulosic Jacron instead of leather.
HNST co-founder Lander Desmedt became CEO of the company in 2019, and he has since transitioned HNST into a brand and honed the product appearance. Lander also led a recent investment round that raised almost 1 million euros.
HNST is known for its sustainable efforts. Earlier in 2021, the EU has recognized the brand’s efforts to promote circular fashion. Circular clothing brand HNST aims to develop, by 2024, stretch jeans that do not release any harmful microplastics that is biodegradable and fully recyclable at the end of life. This goal will allow HNST to decrease further its environmental impact and scale circularity in the fashion industry.
The HNST denim offers the following benefits:
• 56% Recycled denim
• saves 76% CO2
• 100% recyclable
• saves 6639 liters of water
• 100% Made in the EU
