The innovative, sustainable HNST jeans collection is the result of the collaboration between a creative start-up and many other partners. In an initial phase there was the extraordinary collaboration with textile company European Spinning Group (ESG) that produces textile yarns for different markets and applications. Both partners had previously chosen for open innovation, co-creation and circular design as a business model. The ESG Green yarn used for weaving the HNST jeans collection symbolises this new “design thinking” in classical sectors.
The jury found the collaboration between ESG and HNST worthy of a Henry van de Velde Award as a positive and inspiring signal that the entire value chain is important in the design process and that co-creation and collaboration between the creative sector, the social economy, the local textile industry and partners in education and research pays off in all areas.