By setting an example, HNST wants to dramatically push the standards of the fashion industry. But what exactly does it mean to create a sustainable pair of jeans, and who is participating in it? We bring you an honest portrait of Bruno Van den Weghe, who is working for our dyeing and weaving partner Italdenim.
DYEING IN A SMART AND CLEAN WAY
Being commercial director at Italdenim, Bruno Van den Weghe knows all ins and outs of the organisation. The Italian denim company works exclusively with sustainable Smart-IndigoTM to dye jeans and also takes measures that make the planet happy in many other fields. Want to know more about the smart indigo and the environmentally friendly way of dyeing and weaving used by Italdenim? Read more here!
EYES WIDE OPEN
Just like Julie Lietaer of the spinning mill, Bruno also enjoys collaborations with start-ups like HNST. “By thinking along with young companies and digging in their philosophy, we can also improve our own operations as a bigger company. Moreover, the smaller, more agile brands help us to prove that it’s absolutely not impossible to create sustainable jeans.”
TONS OF OPPORTUNITIES
Besides young labels, Bruno also has a lot of big clients. “They are very curious about all the opportunities in terms of sustainable fashion and how they can contribute themselves to a cleaner industry”. Also Bruno has noticed that a lot can already be done. “It’s great to see how many European initiatives work on smaller scale on a circular textile sector. Partly by working together with brands like HNST, we see more and more of them popping up.”
GREEN DREAM
In the field of sustainability, Bruno admits not to be a superhero, “but it is quite addictive. The more you learn, the further you want to explore it.” Moreover, he has a big green dream for the world: “In the European food and waste industry, major steps have already been taken in the right direction. That’s also possible in our sector. I hope that everybody will become aware of the seriousness of the problems as soon as possible.’ It seems obvious to us that he will do everything within his job to convince people that nothing is impossible!