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Brief Published: 20 Nov 2013

Honest By: 100% Supply Chain Transparency


Ethical clothing line Honest By is pioneering a revolutionary approach to product by divulging 100% of its production costs to customers, showing exactly how an item is priced – including the mark-up from wholesale to retail.

From individual buttons to thread and textiles, each garment’s components are charted, with the names of factories and suppliers listed as well. Products on its website can be filtered by categories such as organic, vegan, recycled and European, so consumers can buy wisely. Importantly though, the product itself is desirable and cool, with a contemporary aesthetic that focuses on print, detail and modern shapes.

In addition to the mainline collection, Honest By collaborates with other designers of capsule items. The website also features editorial pieces on food, film and designers – all with a sustainable direction.

Belgian art director and designer Bruno Pieters conceived the idea for Honest By while on a sabbatical in India in 2010. Yesterday he spoke about his innovative vision and the importance of transparency and authenticity in his talk The Next Economy at Sustainable Brands London – a two-day event about sustainability in business.

Honesty, transparency and ethical production are ideas we’ll be looking into in more detail over the next few months. In the meantime, see Eco-Ethical-Sustainable, part of our Future of the Store Industry Trend, for more on these factors in the retail sector.