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HNST Expands Circular Vision from Denim to Clothing

Belgium-based HNST (pronounced “honest”) is focused on making a positive impact through denim. Founded in 2017, the company designs with circularity in mind, with details such as removable and replaceable buttons, 100 percent natural fibers—including cotton and TENCEL™—and back patches made of cellulosic Jacron instead of leather.

HNST co-founder Lander Desmedt became CEO of the company in 2019, and he has since transitioned HNST into a brand and honed the product appearance. Lander also led a recent investment round that raised almost 1 million euros.

Eva Engelen, sustainability and production manager at HNST, spoke with Carved in Blue about HNST’s expansion beyond denim to become a full clothing brand and its circular hope for the denim industry.

Read more on Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit