Beginning his career working with men’s designer wear purveyor oki-ni, Pete Hellyer went on to become the creative director of SSENSE and now leads his own creative digital agency for luxury brands with over 15 years of experience under his belt.
Recently, Hellyer launched his very own brand called non with an inaugural collection of unisex denim created with sustainability at the forefront. Inspired by contemporary streetwear styles, the denim collection is made up of minimalist jackets, jeans and accessories that feature no logos whatsoever.
The name non is said to reflect the brand’s core philosophy of non-gendered, non-branded and non-harmful production for both human beings and Earth.
Developed in partnership with ISKO, an eco denim producer, all of non’s pieces are made from an exlcusive 12oz selvedge fabric derived from a 50/50 mix of certified organic cotton and recycled cotton. Moreover, the zippers and threads are made from post-consumer recycled polyester.
To digitize their products with what is described as a “circular ID”, each piece of non denim is fitted with a scannable NFC tag that provides customers with provenance and care instructions. Recyclers will also be able to access fabric composition data.
As to encourage responsible consumerism, non also offers a take-back scheme for their worn out denim to be either donated or recycled.
non’s inaugural denim collection is available now on their website and at select retailers.
All images in this article are courtesy of non.
This article contains an affiliate link(s). Learn more.
