Known for its sustainable men’s and women’s denims, Belgian circular denim brand HNST has been acquired by Claes Retail Group, a Belgian company that also owns major fashion brands like JBC—one of the country's largest clothing chains—alongside women’s brands CKS and Mayerline.
With this acquisition, HNST’s products will now be available in JBC stores and on JBC’s online platform.
Since its launch in 2017, HNST has grown from a small-batch producer specialising in jeans made from recycled cotton and Tencel blends to a notable name in sustainable fashion. The brand has collaborated with industry leaders such as European Spinning Group in Belgium, Pure Denim in Italy, and recycling companies across Europe. In 2022, HNST teamed up with eco-design innovator Resortecs to develop products that can be easily disassembled for repair and recycling at the end of their lifecycle. In 2023, the brand underwent a premium rebranding, setting its sights on expansion into the US market.
By 2030, HNST aims to replace 100 per cent of its most-used materials with more eco-friendly alternatives. It also plans to enhance its current circular initiatives and explore new ones.
