For the production of jeans, a number of steps need to be followed and choices have to be made; from design over yarn to denim fabric and finally the composition of the product. Count some tens of other intermediate milestones and you get the picture of what is needed to create a radically different sustainable jeans. Creating a piece of clothing with raw materials which have never been used before seems to be even harder than we already thought. However, there is mainly good news!
CHECK, DOUBLE CHECK, CROSS CHECK
During our last visit at our HNST jeans’ Italian producer, we revised all prototypes in-depth based on the honest feedback of our test panel. The jeans are pretty, check! It has a nice fit, check! It ensures you always have a green conversation topic at hand, check! Next to naming all the positive points, we also tackled the less strong side. We noticed for example that the trousers became a bit looser after wearing them for a couple of days. The cause? The material composition combined with a too thin fabric.
DENIM FABRIC 2.0
Since we wanted to be the first ever to create a jeans out of yarn made of 50% recycled denim, it was hard to estimate how the fabric would react to movement. That is directly the reason why you are not yet wearing a pair of HNST jeans today. The good news is that the problem is relatively easy to solve with thicker yarn and hence stronger denim fabric.
Where it was our initial ambition to create a denim fabric made of 100% renewable and local materials, we achieve 76% with the reworked version. We decided to replace a part of Tencel© by 24% of new cotton. Moreover, HNST remains the leader in matters of sustainable jeans, even though our research for a wearable, even more sustainable denim fabric continuously moves on.
LAUNCH IN SIGHT
Honestly, we had seen all of this completely differently, but our dreams, and especially the realisation of these – are determined by the technology at hand! Despite the small delay, we can offer you at the end of March – which is NOW – the best possible, the prettiest and the most honest HNST jeans.