Belgium-based HNST Studio, a circular fashion brand known for its denim-centric approach, is making its global debut with the launch of its online store. Alongside the release of its SS23 core collection, the brand aims to extend its reach worldwide while maintaining its commitment to ethically conscious wardrobe essentials for modern men and women. Customers can now purchase the collection internationally on HNST.com and at select luxury retailers.
Founded five years ago, HNST Studio is dedicated to improving the textile industry’s relationship with the environment. It achieves this through innovative techniques, breakthrough fabrication, and meticulous design precision. The brand hopes to usher in a new era of contemporary luxury where ethics and quality seamlessly coexist with personal style. CEO Martijn Swolfs emphasizes the brand’s transparency and commitment to the world around them, acknowledging the gaps in sustainability within the industry and viewing them as opportunities for creative thinking and innovative solutions.
But what does this mean in practice? HNST Studio’s signature denim is manufactured with 75% less carbon compared to the industry standard. The brand utilizes discarded denim as raw material and incorporates 62% recycled cotton, 0% plastic, and reduces water usage by 95%. The approach involves a small-batch production of durable staples that transcend seasonal trends, mitigating the risk of overproduction. Starting from AW23, HNST Studio plans to release exclusive seasonal collections.
The core men’s and women’s collections feature five denim styles each. With fabric improvements, the core styles offer enhanced durability, combining HNST Studio’s vintage aesthetic with a high-end texture. Supported by European innovation venture capital firms, HNST Studio aims to capture the global market. Anne Chapelle, a business innovator and fashion industry expert on the brand’s board, believes that their customer base is becoming increasingly discerning worldwide. With sustainability and innovation as priorities, HNST Studio is optimistic about the momentum they are building.
With its rebranding and global webstore launch, HNST Studio is set to make a significant impact in the fashion industry. By championing circular fashion and upholding ethical values, the brand demonstrates how sustainable practices can coexist with luxury and personal style. As HNST Studio expands internationally and collaborates with key retail partners, it solidifies its position as an ambitious and forward-thinking brand committed to creating positive change within the industry.
Useful links:
1. HNST Studio website: https://www.hnst.com
2. European Circular Fashion initiative: https://www.circulareuropeanclothing.eu/
