For Spring/Summer 2022, London-based brand non dives into sportswear for inspiration. g only recycled and organic materials the brand reinvents classic sportswear pieces in a minimal aesthetic and with sustainable denim.
Founded by Pete Hellyer, non is an independent agender selvedge denim brand. Its materials are always recycled and organic, and aesthetically it leans towards a minimal and streetwear-inspired look. It was created with the aim of filling in the market gap that Hellyer found for a clean and minimal denim brand that also takes into account the impact the production of denim has on the world.
“I started non as I couldn’t find a sustainably sourced denim brand with a clean minimalist aesthetic,” explained founder and creative director, Pete Hellyer. “Rather than heritage led or upcycled patchworking — and thought I can’t be the only one. As I began to research further I realized the status quo for denim was really damaging to the planet and wanted to create a brand that could inspire a wider change, to be part of a vanguard of brands that are at the forefront of innovation.”
Looking to only use materials that aren’t harmful to the planet, the brand takes into account the environmental impact and durability of the textiles used. The rationale follows that if the materials are long-lasting, have the ability to be repaired or can be recycled, they are naturally more sustainable.
The brand exclusively uses selvedge denim, a denser weave and higher quality denim, made using 50/50 organic and recycled cotton. A rope-dyeing method is used to give the pieces their signature deep shade of indigo. All the way to the details, non, focuses on being sustainable, using zipper tape made from recycled polyester. The pieces are also all vegan friendly and the packaging they come in is made with recycled materials.
Another component of its sustainability journey is the brand’s commitment to creating circular design and zero-waste production processes to guarantee the reduction of its impact on the environment. Besides the use of recycled materials, all the off-cuts are turned into new cotton yarn.
In addition, to track each piece’s lifespan, the label joined forces with EON to digitize the clothing with a “digital ID,” storing information regarding the pieces’ origin, care instructions and fabric composition on QR codes.
The denim brand solely works with companies that ensure the human rights of its workers, and that share the same vision regarding environmental issues.
It has also partnered with Fairify, a chrome extension that makes sustainable shopping easier, for its first sustainability report, in which it received a score of ‘B.’ This reflects the work that has already gone into the brand’s sustainability, with only a few extra points to improve upon.
The latest collection references classic sportswear, featuring denim track pants and jackets. The pieces play up this influence with the classic side stripe created by exposing the white selvedge stripe that would normally be on the inside.
“The collection was designed whilst we were still experiencing various lockdowns,” Hellyer told us. “People were largely at home and many had transitioned to a more casual, comfort-led wardrobe. The denim tracksuits felt like perfect transition pieces… still comfort-led but also a statement for when the world slowly reopened.”
The tracksuit combination is available in raw denim, one wash “rinse”, and eco stonewash. The drawstring in the track pants is organic cotton and the signature elasticated waistband uses eco-elastic. For accessories, the drop includes reversible six-panel bucket caps in matching washes to the clothing.