Coterie Exec Names 2 ‘Notable’ Denim Trends
“Belgium-based HNST made sustainability the focus. The label recycles old jeans, mixing those fibers with TENCEL™ Lyocell in Germany before spinning the results into yarn in Belgium. From there, HNST’s sustainable denim fabric is blended with Greek cotton in Spain. Utilizing a smart indigo technology to dye its jeans, HNST uses 95 percent less water than traditional synthetic dyeing techniques. The jeans are also entirely plastic-free as they’re not coated in PVC postproduction.
‘Sustainable is one thing, but it’s also designed from a circular point of view,’ Martin Swolfs, CEO of HNST, said. ‘So all of the hardware, you can unscrew [it]. We have a take back program, so at the end of the lifecycle when the customer wants to return it, they can send it back to us. And then we give them a voucher and [the returns] can easily go back into our production.'”