By means of radically different jeans, HNST wants to put a new standard for the fashion industry. A delightful and ambitious project, but what is this sustainable jeans about and who is behind the project? An honest portrait of Tom Duhoux, founding father, and his dreams.
Dreaming of a circular economy in which we consume differently while maintaining our current level of comfort, Tom was part of a sustainable consultancy for 10 years. He already proved that it can be done differently, better and at least as nicely, by helping other brands. However, Tom lacked real action, and that’s why he decided to start producing the most sustainable jeans on earth.
Tom Duhoux has been working for almost a year on a strong, innovative and transparent jeans collection. But wasn’t it hard to resolutely go for HNST? “In my head, the plan was completely ready, and I felt that I had to put it in practice. So I simply jumped.” The enthusiasm of Tom’s surroundings and the thousands of people donating their old jeans to support the project had a lot to do with this!
However simple the idea behind HNST, the challenges which are linked to it are enormous. Tom’s goal isn’t small: showing the fashion industry that the circular idea offers real opportunities. To do well to the world, but also to truly touch and inspire consumers. “I like to see the growing awareness on the impact of climate change and our role in this. However, the real behavioural change stays behind, and that’s where HNST comes in.”
For the jeans collection, everything has been thought about. “We have analyzed our products from thread to thread and we have searched and found a sustainable alternative for each component. Reusable buttons you can scrub off your trousers, inside pockets made of recycled white T-shirts, years with a golden cradle-to-cradle certificate, modular zippers, biodegradable labels, etc.” It became a never-ending list of circular challenges Tom and this team tackled one by one with HNST.
IT’S THE SMALL THINGS
HNST pushes the current fashion standard to unknown heights, but what does Tom try to achieve with this? “Everyone wearing a HNST jeans contributes to a prettier world, whether they bought the trousers because it made their butt look better, or because it is sustainable. I truly believe that a lot of small initiatives can lead to big achievements.”
And if you hadn’t noticed: Tom Duhoux dreams big and green. His honest jeans are only the start, a first project on the way to an impressive final goal. “I won’t stop before circular become the new normal”. In the short run, he is looking forward to the sales of his most sustainable jeans in the world. “The first person I meet wearing an HNST jeans, gets a beer from me!”