hnst jeans

The Revolutionary ReBlackTM Technology

Denim brand HNST debuts a revolutionary development that uses a circular dyeing technique. With this new technique, the wastewater from the dyeing process is filtered into non-polluted water. This means that the black pigment is separated from the water and sent back to the pigment manufacturer where it is regenerated to be reused for new denim dyes.

This technology is groundbreaking since the water that flows back into nature is clean, and the pigment does not impact our ecosystem. The pigment on the other hand can be used again, time after time. No waste, no bad chemicals, no lies.


The Reason Why HNST Developed ReBlackTM

HNST developed ReBlackTM after developing a blue denim fabric that includes 56% recycled cotton and is dyed using electricity. HNST wanted to launch other color options, like black, with the same minimal impact, but fashion has an issue with chemicals. Over 1900 different kinds of chemicals are used in the production of clothing, of which 165 are classified as hazardous to our health and environment by the EU.

Due to its global supply chain, clothing can pass numerous borders before ending up in your wardrobe. A lack of regulation and transparency throughout the fashion supply chain makes it difficult to monitor chemicals, which are still too often endangering our health and planet. Therefore HNST launches their new ReBlackTM.

Watch the making of ReBlackTM.

Saving 6639 Liters Of Water Per Jean

The HNST regenerative dyeing process matches the brand’s circular supply chain perfectly, which avoids design mistakes, includes 56% recycled cotton, and offers a take-back program. These practices allow ReBlackTM jeans to emit 76% less CO2 than regular jeans and save 6639 liters of water per jeans.



The Introduction Of A Light Shade Denim

Next to the black colorway with ReBlackTM, HNST is proud to introduce a light shade denim, too. The Undyed (ecru) fabric is the one with the lowest impact thus far. As the name suggests, no dyes are used in the production process; only a simple rinse is needed. With this fabric, HNST saves 6645 liters of water per jeans and emits a whopping 83% less CO2.

Watch the making of Undyed.

Perfect Jeans Styles With Different Fit Options

In Portugal, HNST transforms the new fabrics into perfected jeans styles with high-end, circular finishes. These staple pieces will become the foundations of your wardrobe, building blocks you can rely on. HNST makes no compromise on sustainability, style, and quality.

Timeless and thoughtful fits that, in terms of both style and quality, will last longer than a few seasons, while also being extra comfortable. For HNST, each pair of jeans must fit perfectly. After all, they’re going to last a long time. HNST doesn’t go along with fast fashion, launching multiple collections per year. Instead, the HNST core collection is timeless on every level and will be available for multiple seasons in a row.


The Denim Journey Continues

The HNST collection is 100% produced in the EU. The campaign images were shot in Antwerp by local photographer Marie Wynants. However, in a short period, HNST has managed to create global trust. The brand is represented in Belgium, France, and the UK. Other countries will follow their lead before the start of Fall Winter 2022.



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.