Honest by Calla

by Lash Magazine

On April 5th 2012 Honest by calla will present its first collaboration collection by Paris based Canadian designer Calla Haynes. Part 1 of Calla’s collection for Honest by consists of three exclusive designs for both women and men. Timeless pieces that exude a sense of ‘relaxed luxury’. Haynes used organic cotton satins and hand dyed cotton mesh. The fabrics used are of the finest quality for this fresh and sophisticated collection.

Bruno Pieters conceived Honest by during a sabbatical from the fashion industry in Southern India. An award-winning designer and art director, Pieters spent 2010 exploring the developing world, an experience that profoundly affected his personal philosophy and his thinking about fashion. Observing how native people wore clothes that were grown, woven and sewn from sources they could identify around them, he wondered if such transparency could be operated on an international scale when making designer products. On his return to Antwerp Pieters began to work on a radical new concept.

Honest by is the first company in the world to share the full cost breakdown of its products. The word Honest refers to the way in which the Honest by store operates, with a 100% transparency policy. The concept behind Honest by offers designers and brands a public platform to share their own design processes; utilizing the extensive research Honest by has already conducted on organic fabrics and suppliers. Those we collaborate with share their personal production information from yarn and button origin to fabric and manufacturing details; information which honest by then communicates to the client. Every part of the collaboration process is transparent including the store mark up calculations. In communicating all information regarding a garments production process; Honest by wants to shed light on the questions: where is it made and by whom.