Circular denim brand HNST has new owners.
The Antwerp-based men’s and women’s brand—pronounced “honest”—announced this week that it has been acquired by fellow Belgian company Claes Retail Group. Claes Retail owns JBC, one of the largest clothing chain stores in Belgium, as well as women’s brands CKS and Mayerline.
As part of the Group, HNST will have a broader reach. Its products will be sold at JBC stores and on JBC’s online store. “We find it important that our jeans with a significantly lower impact are available to more people,” HNST wrote on Instagram.
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HNST launched in 2017 as a small-batch label producing jean made with recycled cotton and Tencel blends. The brand has scaled up over the years working with partners like European Spinning Group in Belgium, Pure Denim in Italy and recyclers in Europe. Last year, the brand teamed with eco-design innovator Resortecs to launch new products that can be easily disassemble for repair and recycling at the end of life.
Additionally, HNST underwent a premium rebranding in 2023 with its sights on the U.S. market.
JBC shares HNST’s commitment to sustainability. By 2030, the company said 100 percent of its most commonly used materials will be replaced by a more sustainable alternative with a lower social and ecological impact. It is also working to further grow existing circular initiatives and test and market new circular initiatives
HNST maintains that it will continue to focus on circular products. “Our commitment to being circular is stronger than ever. Thanks to this new chapter, we can continue to grow and have more people wear our sustainable alternative to conventional denim. We want you to keep wearing and loving your jeans for as long as possible,” the brand wrote on Instagram.
