Honest to goodness
January 30, 2012 § Leave a comment
Working within the Fashion industry can be a lesson in disillusion. You love it, and the wonderful things it produces, but you see the flawed nature of it up close and in a way thats hard to ignore.
It seems though, that there is an answer…
Last night Belgian designer Bruno Pieters unveiled his latest project, HonestBy. After taking a sabbatical for a year, Pieters was struck by a burst of revolutionary inspiration while in India. Seeing how the locals wore clothing that was grown and sewn from sources around them, he considered whether such a system could work making designer products on an international scale.
So he creates a company where not only is every garment produced in a way that is entirely transparent (as in, every button, thread, stitch is traced back to its origin, and each garment comes with information on who it was made by and where) but the cost is broken down for the consumer. They even show the mark-up from production to retail. By allowing the business to develop naturally the plan is to expand the size and product range, and by using organic materials supports and encourages manufacturers and suppliers.
No animal products (fur, leather, shell, horn) are used with the exception of wool and silk. All wool however is either recycled, or organic and sourced from countries where the laws ensure the welfare of the animals. All silk products are also certified organic.
And it goes without saying, the products already available are just plain cool…
Each garment is available on the website as it is produced, and only 10-50 “editions” of any one style are made. “When they sell out they sell out.” There are also plans to bringing in emerging and established designers in a few months (5th of April!).
At uni “sustainability” was always such a popular catchphrase, and people tend sometimes to apply it pretty loosely to things. But this, as a potentially successful concept is genius. It’s functional (in theory) both as a business, and as a design practice. And with the whole world slipping further into an increasingly dire economic-environmental-shitstorm, it’s nice to see someone actually doing something that has almost unbridled potential, not just to work in terms of growing as a business, but to change the way we as consumers and designers approach fashion.
I’ll leave you with some nice pictures, and a copy of the brand philosophy to mull over.
And should you wish to buy this stuff (highly advisable) have a look at the website.
|WE WANT TO OFFER TOTAL CLARITY, BECAUSE WE ARE CONSUMERS OURSELVES.
WE WANT TO GIVE YOU THE OPPORTUNITY TO SHOP WITH COMPLETE AWARENESS OF WHAT YOU ARE BUYING.
ONLY THEN, EVERY PURCHASE CAN BE MADE CONSCIOUS OF ITS TRUE COST.
WE RESPECT THE ENVIRONMENT, WE TAKE THE WORLD’S CLIMATE CHALLENGES SERIOUSLY.
WE BELIEVE IN THE HEALTH OF OUR SKIN.
WE WANT THE IMPACT OF OUR PRODUCTS AND ACTIVITIES ON THE ENVIRONMENT AND HUMAN HEALTH TO BE AS SMALL AS POSSIBLE.
WE BELIEVE IN ANIMAL WELFARE. WE DO NOT WANT TO HARM OTHER BEINGS FOR THE SAKE OF FASHION. WE BELIEVE SUCH PRACTICES DO NOT BELONG IN THE WORLD TODAY.