FORMER Hugo by Hugo Boss creative director Bruno Pieters is making his fashion return by launching a new label, Honest by; a revolutionary approach to fashion which guarantees total production transparency, from the sewing thread to the final outfit."We have an 100 per cent transparent policy, meaning that we communicate everything about the materials we use, manufacturing methods and pricing strategy," he told us. "I used to work with fur and leather and I still regret it today. I think killing animals for human purposes is something that doesn't fit in this world anymore. But everyone is entitled to their own beliefs."
With limited editions of 28 designs in total, both for men and women, Pieters stays faithful to his sharp construction lines and at the same time adds a smoother dimension to his work. His so-called "neo-classic hybrids" are iconic wardrobe pieces, such as trench coats, bomber jackets or just a classic pair of jeans, that he reinterprets by using casual yet refined, ecological fabrics. Expect chic wrap-dresses, proudly made in Belgium using 100 per cent organic silk, or city caban coats crafted from the finest recycled wool and vegan versions of almost every designed piece.
Last but not least, Pieters also introduces us to a new shopping experience: on the label's freshly launched website you can not only track down manufacturing and production steps, but you can even get in touch with the designer himself in the Ask Bruno section - where he promises to personally answer your questions.
"I wanted no such boundaries as seasons, I will just add further designs step by step to my collection, in order to have a timeless selection of clothes," said Pieters. "Soon another designer will join Honest by and curate his own collection.We have so many amazing designers coming up. Some are renowned designers that show at Paris Fashion Week, whilst others have only launched a label a few seasons ago. The upcoming curator will be announced on April 5 - we like to keep our audience guessing!"