After developing a blue denim fabric that includes 56% recycled cotton and is dyed using electricity, we wanted to launch other color options, like black, with the same minimal impact, but fashion has an issue with chemicals. Over 1900 different kinds of chemicals are used in the production of clothing, of which 165 are classified as hazardous to our health and environment by the EU. Due to its global supply chain, clothing can pass numerous borders before ending up in your wardrobe. A lack of regulation and transparency throughout the fashion supply chain makes it difficult to monitor chemicals, which are still too often endangering our health and planet. The HNST answer? ReBlack™.
For our black fabric, we use a revolutionary circular dyeing technique. The wastewater from the dyeing process is filtered into non-polluted water. The black pigment is separated from the water and sent back to the pigment manufacturer where it is regenerated to be reused for new denim dyes.
This technology is revolutionary since the water that flows back into nature is clean, and the pigment does not impact our ecosystem. The pigment on the other hand can be used again, time after time. No waste, no bad chemicals, no lies.
The regenerative dyeing process matches our circular supply chain perfectly, which avoids design mistakes, includes 56% recycled cotton and offers a take back program. These practices allow ReBlack™ jeans to emit 76% less CO2 than regular jeans and save 6639 liters of water per jeans. ReBlack™ is a pilot project for now, so supply is limited. We aim to fully roll out this project in the near future and add ReBlack™ to our NOOS collection.
Next to the black colourway, we are proud to introduce a light shade denim, too. The Undyed (ecru) fabric is the one with the lowest impact thus far. As the name suggests, no dyes are used in the production process; only a simple rinse is needed. With this fabric, we save 6645 liters of water per jeans and emit a whopping 83% less CO2.
In Portugal, the new fabrics are transformed into perfected jeans styles with high-end, circular finishes. These staple pieces will become the foundations of your wardrobe, building blocks you can rely on. HNST makes no compromise on sustainability, style and quality.
Timeless and thoughtful fits that, in terms of both style and quality, will last longer than a few seasons - while also being extra comfortable. It’s hugely important that each jeans fits perfectly. After all, they're going to last a long time. We don't go along with fast fashion, launching multiple collections per year. Instead, the HNST core collection is timeless on every level and will be available for multiple seasons in a row.