Non Denim
Redefining Denim with Sustainable Innovation
In the bustling lanes of London's fashion scene, a new brand, Non, emerges as a beacon of sustainability and minimalist design. Founded by Pete Hellyer, a visionary with over 15 years of experience in luxury and digital realms, Non stands for more than just apparel; it's a statement against the transient nature of fashion trends. Born during the pandemic-induced lockdowns, Non reflects Hellyer's introspection and commitment to creating a brand with a purpose.
Ethos of Minimalism and Sustainability
Non’s ethos is built on the foundation of minimalist denim, seeking to reduce environmental impact while maintaining style and functionality. With a focus on organic and recycled denim, Non meticulously considers its materials for their environmental impact and durability. The brand’s exclusive selvedge denim, a blend of 50% certified organic cotton and 50% recycled cotton epitomise this commitment. This fabric is rope-dyed in a rich, dark shade of indigo, ensuring longevity and recyclability, thereby contributing to a circular economy.
The organic cotton used in Non’s apparel is grown without toxic chemicals or GMOs, aligning with Organic Cotton Standard certifications. This not only ensures high labor standards but also sustains ecosystem health by significantly reducing CO2 emissions. In parallel, Non's recycled cotton is reclaimed from the mill's production process, exemplifying the brand's dedication to reducing waste, water, and energy usage.
Conscious Production, Animal Welfare and Innovation
Non's production is as conscientious as its materials. Partnering exclusively with businesses that share a profound respect for human rights and environmental concerns, Non's selvedge denim is exclusively milled in Turkey by ISKO, a leader in responsible denim production. ISKO's commitment to renewable energy and strong employment practices, coupled with various certifications, aligns with Non's rigorous standards. Non also extends its conscious approach to all components of its apparel, including zipper tapes made from post-consumer recycled polyester, striving towards a completely plastic-free brand.
Adhering to a vegan ethos, Non rejects any materials derived from animals, maintaining an ethical stance on animal welfare. This is reflected in every aspect of the brand, from the material choice to the final product.
Non’s commitment to innovation is evident in its partnership with EON, digitizing all goods with a 'digital ID'. This allows for greater responsibility over the products throughout their lifetime, providing wearers with detailed provenance and care instructions, while enabling recyclers to access critical data for efficient end-of-life management.
Pete Hellyer: The Visionary Behind Non
Pete Hellyer's journey to founding Non is as compelling as the brand itself. Having served as a creative director for major fashion outlets, Hellyer's experience laid the foundation for a brand that's both innovative and introspective. Non was his response to the lack of sustainable options in the denim market, a project born out of a pandemic but rooted in a long-standing passion for responsible fashion.
Hellyer emphasises that while everyone needs clothes, not everyone needs fashion. This distinction drives Non's mission to pare things back and focus on what's essential — quality, sustainability, and style. His vision for Non is to challenge the fashion industry's status quo, proving that responsible innovation can and should be at the core of modern apparel.
Non stands out in the fashion industry as a brand committed to minimalism, sustainability, and innovation. Its conscientious approach to production, materials, and design positions it as a pioneer in the movement towards more ethical and environmentally friendly fashion. With Pete Hellyer at the helm, Non continues to challenge and redefine what it means to be a modern, sustainable brand, proving that fashion can be stylish and responsible.
