Bruno Pieters

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Bruno Pieters

Honest by

interview by ANNABEL FERNANDES
portraited in his Antwerp office by QUENTIN DE BRIEY

 

ANNABEL FERNANDES — What is Honest by?
BRUNO PIETERS — Honest by is the 100% transparent brand I launched on January 30, 2012. It launched after a sabbatical I took from the fashion industry. I love fashion and nice design, but I wanted a transparent structure in terms of where the clothes came from and who made them. I also wanted the clothing to be sustainable in a way I could verify and not simply have “honesty” as a marketing slogan. I wanted information so that I could make up my own mind, just as a client would. I now see it as customer service.

ANNABEL FERNANDES — Is Honest by the first totally transparent brand?
BRUNO PIETERS — I believe so. I didn’t like the sustainable clothing…