Stories

We’re not really into Black Friday. For us big sales events, like Black Friday, are a symptom of an ill industry, one that has lost itself in an ever-rising pace of production and consumption. Let's love, repair and cherish what we already have.

59% of European fashion giants’ sustainability claims are unsubstantiated or misleading. This communication is polluting the industry.

We had the opportunity to create a unique jeans together with Veerle Dejaeger, a young aspiring and inspiring actress. The result is a pair of jeans with an organic print that represents searching and finding your individuality.

To tackle overproduction and deadstock, we are launching our newest collection via pre-sales.

In Belgium our recycled denim fibers are spun into the HNST yarn. Get to know the experts behind this process.

In Italy, our HNST yarn is woven into a fabric. Meet our Italian denim mill and learn more about the technicalities of denim fabric.

Over the last decades indigo dyeing, which finds its origine in nature, has become a synthetic process with a considerable impact. With the use of electric, we're able to move away from these harmful practices.

40-80% of the total greenhouse gases (CO2) are emitted during the use phase of a garment. To help you reduce this impact, we have developed a Morning After Spray.