Bruno Pieters has made the conscious decision to completely reorient his label, Honest by, around a new model that puts transparency and traceability at the very core of his ethically-sourced, organic luxury fashion brand.
Pieters told BoF, “If you don’t do it now, you’ll have to adapt when complete transparency becomes mandatory. I think it’s wiser to be a leader who’s ahead of the rest rather than being behind because, you know, it will become mandatory one day. People who have doubts about this are the same sort of people who once believed women wouldn’t have the right to vote and gay people wouldn’t have to right to marry. Buying a mystery will be an absurd concept soon. There’s no luxury in a riddle.”
Pieters' customers can not only trace the manufacturer and composition of the garment, fabrics and lining but also that of the zippers, buttons, thread and even the safety pin holding the hang tag to the item’s care label. And whenever he can persuade textile suppliers to reveal details about origins and sources, he creates a painstaking ‘pedigree’ that traces the fabric through the supply chain of raw materials, yarn spinners, weavers, printers and dyers. Pieters also publishes an itemised breakdown of the garment’s cost, including his wholesale and retail mark-up percentages, a radical business model that he hopes will catch on.
Before founding Honest By. in 2012, Pieters was art director of Hugo by Hugo Boss.