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Everyone has one of those old jeans that ended up at the back of their wardrobe completely forgotten. One of those worn-out jeans with holes in it. Recognisable? Give your trousers a second life thanks to clothing brand HNST. They turn your old jeans into the most sustainable and honest new jeans. For a traditionally produced pair of jeans, an average of 7000 litres of water is needed. HNST uses only 361 litres and thus saves 95%.

The young, Belgian brand made its first successful, sustainable collection of denim in 2018 and launched an entirely new collection in 2020. For this, new business manager Lander Desmet collaborated with a denim designer who has more than twenty years of experience with denim. In order to make the jeans accessible to women of various shapes and sizes, HNST developed different fits. For men too, you will find different models from a relaxed to a more tight fit. In 2022 they expanded their range with basic t-shirts, to complete your look!


Thanks to European production, HNST can guarantee that their trousers are made in good working conditions and that transport costs and CO2 emissions are low. They also have a code of conduct all their suppliers must comply with.


Every year, HNST collects old jeans in cooperation with collection points. The trousers that are still in good condition are sold in the shops. HNST receives the jeans that are broken and worn out. Before the brand processes the jeans, an extra quality check is carried out. For example, the jeans must consist of at least 98% cotton.

The mechanical recycling of the jeans takes place in Germany. A fibre processor cuts the jeans into fibres and magnetic processes remove the zips, studs and metal buttons. With a non-magnetic process, the legs are quickly cut off and usually 30% of the jeans is lost. Thanks to this technique with magnets, the loss of fibres remains minimal.

When the jeans are shredded into small fibres, these are brought back to Belgium, to the European Spinning Group (ESG), an expert in yarn spinning.

Since the recycled fibres are too short to make a new fabric, Tencel is added. This is a lyocell fibre from sustainably harvested eucalyptus wood and processed into filaments by the Austrian company Lenzing explains HNST.

The spun yarns are then dyed with indigo in Italy using an electrochemical process. Thanks to this innovative technique, Smart-Indigo, six times less energy is needed and the CO2 emissions are ten times lower than with a normal dyeing process.

After dyeing, a natural coating is applied to the yarns to make them easy to weave. The woven fabric of some styles consists of 56% recycled cotton (of which 21% post-consumer waste; non-reusable old jeans and 35% pre-consumer textile waste; fabric remnants from cutting patterns), 21% Tencel ® yarn and 23% organic cotton. And for other, looser fitting styles from 80% pre-consumer recycled cotton and 20% organic cotton. The washing is also done in Portugal in a laundry near the factory.

The t-shirts are made from 80% pre-consumer recycled cotton and 20% organic cotton. They are made in Portugal and are currently available in two different fits in black and white.

But does HNST also close the loop? It certainly does! The trousers of HNST are not only made of recycled jeans. The design is also developed in such a way that the trousers can be recycled again. The t-shirts are recyclable too, as they’re made of 100% cotton.

The stitching is done with 100% cellulose thread and there are no metal rivets. Instead, the pocket corners and borders are embroidered for extra strength. The brand also omits the polyester washing label. HNST prints all information on the inside of the pocket with cradle to cradle ink. Moreover, the label on the back of the trousers is made of FSC-certified paper and the buttons are removable and reusable. This makes the entire pair of trousers easy to recycle into new jeans. Isn't that great?

Short supply chain

HNST jeans are 100% European so a short supply chain can be maintained. The jeans are made with Belgian old jeans that are recycled in Germany, the fibers return to Belgium to be spun into yarn and to blend it with Tencel from Austria. The dying takes place in Italy and washing in Portugal. The t-shirts are made in Portugal.

Animal welfare

Since no animal-derived materials are used for making HNST clothing, we can consider it a vegan-friendly brand!

Slow fashion

HNST has a continuous collection of different denim cuts and colours for men and women so you can find a style that looks best on your bodytype. Besides jeans they also make basic t-shirts in black and white. So you can find yourself a classic and timeless look out of HNSTs' collections.


HNST is also very transparent about their production process and working conditions. You can find all information in the code of conduct on their website.

HNST is honest: the jeans of the brand are eco-friendly, ethical and sustainable.

Would you like to buy sustainable, circular jeans or t-shirts? Then be sure to check out the points of sale below.

Where to buy HNST jeans?