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Brief Published: 1 Feb 2012

Honestby.com Promotes Provenance


Belgian fashion designer Bruno Pieters – former creative head of German label Hugo Boss – has launched Honestby.com: a fashion e-commerce venture that feeds directly into the growing consumer desire for greater transparency on product provenance.

Launched earlier this week on January 30, Honestby offers designer products with unprecedented levels of information about the materials and groups involved in the production process. The site has the potential to revolutionise the fashion industry, which has been traditionally guarded about the origins of garments.

Details include material composition, weight, yarn, origin of the raw material, and who manufactured it. On top of this, Honestby.com lists who, where and how each garment was manufactured, with a link to the manufacturer’s website. Just when you thought it couldn’t delve any deeper, it also details exactly how much the garment cost to make – and the retail mark-up – so consumers know exactly what they are paying for.

While this is great news for consumers, many fashion labels might be reluctant to share manufacturing (or, for that matter, strategic pricing) secrets with the wider world – including their competitors. However, according to UK news site FT.com, Pieters said that while some designers he approached were concerned about this level of transparency, most were behind the idea.

Initially selling a split collection of 56 men’s and womenswear pieces – all designed by Pieters – only 20 of each garment in each size will be made. However, there are plans to roll out collections by (as yet unconfirmed) guest designers in three months’ time.

For more on this topic, look out for our report Product Provenance, coming in March.

Honest By