A Fresh Rebranding For HNST Studio

The sustainable denim brand HNST Studio comes with a fresh rebranding with the launch of its Spring Summer collection. The visual re-branding is rooted in elevated simplicity, the denim-centric brand is primed for its official entrance into the global market as it debuts its new online shop. HNST is honored to extend its reach this season, while continuing to provide holistically ethical wardrobe essentials for modern men and women.


HNST Is Ushering A New Era Of Contemporary Luxury

The HNST brand is founded in 2018, and is built on a fundamental commitment to bettering the textile industry’s relationship with the natural world by both lessening its ecological footprint and promoting collaborative values that contribute to a better tomorrow. Harnessing cutting-edge innovation, breakthrough fabrication, and expectational design precision, HNST is ushering a new era of contemporary luxury wherein ethics and quality co-exist harmoniously with personal style.


Martijn Swolfs, Chief Executive Officer Of HNST

“In all we do, HNST leads with transparency and a constant consciousness for the world around us,” says Martijn Swolfs, Chief Executive Officer of HNST. “We acknowledge the gaps in our industry’s sustainable progress and view it as an opportunity to think creatively, create a community, and contribute innovative solutions to a global issue that will affect us all. Through our products and practices, we aim to further circular fashion’s potential at a true luxury-level.”

Producing An Evergreen Core Collection Of Timeless Staples

Promoting prosperity for both people and the planet, the production of HNST’s signature denim emits three quarters less carbon than the industry standard. Through powering discarded denim as raw material, in turn saving jeans from a destiny of incineration and landfills, HNST brings its signature denim to life using 62% recycled cotton, 0% plastic, and 95% less water. These eco-achievements are accelerated by the brand’s small-batch approach to producing an evergreen core collection of timeless staples, to be further complimented by exclusive seasonal collections starting FW23, thus negating the risk of over-production.

With backing by some of Europe’s leading innovation VC’s, HNST has its eyes set on the global market. Fashion industry expert Anne Chapelle, who sits on its Board of Directors, says “globally, our customer is more discerning than ever and with sustainability and innovation a priority, we are hopeful that the momentum we are building will resonate worldwide.”

The New Spring Summer Collection By HNST

HNST’s core men’s and women’s collections both feature five denim styles, each unique in fit, flare, and colorways. Following the label’s latest fabrication upgrades, each core style is now stronger than ever, boasting an enhanced combination of HNST’s classic vintage feel and high-end texture. Consumers everywhere can now shop the collection at and at select luxury independent retailers worldwide.


All pictures provided by HNST.

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.