hnst jeans

HNST Collaborates With Worldwide Distributor M5 | Spirit

Fashion brand HNST announces a new collaboration with worldwide distributor M5 | Spirit. With this next exciting step, they found a partner who can support them with their circular story on a global level.


The Circular Focus Of HNST

Since the start of HNST in 2021, the Antwerp-based brand produces circular jeans without compromising on style, quality, or sustainability. The cornerstone of the brand is focussing on a greener industry, therefore they start with the waste of other jeans brands. They collect them and upcycle them into new jeans styles within the collection.

Up to now, they have saved 27 tons of jeans from incinerators and dumping sites. They give away what can still be worn, and totally dismantle the other items of clothing. Details such as buttons, zips, and labels are taken out of each pair. Then, the fabric is thrown into a huge blender and processed back to recycled cotton fibers. HNST spin that into their own yarn and then dye and weave it in order to make it into new jeans.



The Partnership With Distributor M5 | Spirit

Today, the HNST brand can be found in clothing stores throughout the Benelux, France, and even some in Tokyo. With the partnership with distributor M5 | Spirit, they can further boost their international ambitions.

M5 | Spirit has an excellent network of like-minded store owners that fits perfectly with the HNST brand. They’re a distributor of lots of well-known high-end and sustainable brands. With this partnership, they make a new step in their global distribution with the best stores around from January 2023.


Focussing More On The Creative Process

Now that HNST is having a strong partner on board for international sales, they can focus more on the creative process, and work on a total look. Until now, their collection consists primarily of jeans and one t-shirt. Going forward, they’re starting to think about other kinds of tops and bottoms, as well as working with new materials for the upcoming seasons. The circular philosophy of HNST will of course remain fundamental, and it must be possible to recycle all products they release into an equivalent product once again.


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.