Non is a denim label founded during the first Covid-19 lockdown of London, in 2020, by creative director Pete Hellyer. It offers an agender minimalist denim collection of contemporary streetwear-inspired styles made from sustainable materials.

Non’s debut offering comprises jeans in straight, relaxed and wide leg silhouettes with inclusive sizing from 25”-36”. Alongside the jeans it offers two jackets, cut to be worn fitted or oversized, and a minimalist bucket hat and tote bag. All styles are made from an exclusive 12 oz. selvedge denim that was developed in partnership with denim mill Isko. Each style is available in four finishes–raw, lightly rinsed, eco-stonewash and raw with white contrast stitching.

Men's jeans by Non
Photo: Non
Men's jeans by Non
“Denim is the dirty secret of the fashion industry with six billion pairs made each year with the majority made using unsustainable materials and production, according to calculations by Ecowatch in 2018. Moreover, each pair of jeans, including production and general wear, uses up to 13,000 liters of water and produces 20 kilos of CO2, as found out by Ellen Macarthur Foundation, in 2019,” says Hellyer. “Non is a conscious design brand. A ‘sustainable fashion brand’ is a difficult concept when the industry is based on consumption, newness and inherent redundancy where a new item is worth less six months later–the whole system is unsustainable. We make responsible decisions for both materials and production and believe in transparency. We also advocate for change with a take-back scheme to encourage recycling and with a ‘digital ID’ by Eon on each item that provides provenance and care instructions to help extend the life of each item.”
Women's look by Non
Photo: Non
Women's look by Non
All Non goods are made with 50-50 recycled and organic cotton which is milled in Turkey, and also cut and sewn by Dinateks, also in Turkey. Non is made with denim using organic cotton certified by OCS (Organic Cotton Standard) and Oeko-Tex 100, fully traceable back to source as claimed by the brand. In keeping with the project, Isko is certified by Global Recycling Standard (GRS), EU Ecolabel, Nordic Swan and is a Bluesign System partner. Zipper tapes by YKK and threads are made with post-consumer recycled polyester.

The full collection is available on Non's website non.eco and at retailers such as Ssense, Beamhill, Incu, Never Never, Oallery and HIP. Jeans are sold at £160 retail, jackets at £180, the bucket hat at £55 and the tote bag at £45.

Hellyer grew up in Hampshire, in The UK, and has 15 years of experience in progressive luxury and fashion. He previously worked as creative director for Ssense in Montreal, Totokaelo in New York and The Outnet (YNAP). He currently lives in Hackney, East London.



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