Social media is not only for you to post about your latest things, but it’s also an amazing way to find out about new stuff. Things you would never know about otherwise, as in our case, finding out about new denim brands.

Sustainable, unisex = sans gender definition, and non-branded, this is what non is about:

London-based conscious brand non has launched with an agender minimalist denim collection that aims to provide
contemporary streetwear-inspired styles made from sustainable materials.

Founded by creative director, Pete Hellyer, the name reflects the brand’s core philosophy: all styles are non-gendered, non-branded, and made with non-harmful production that considers both planet and people.

non’s debut collection contains jeans in straight, relaxed and wide leg silhouettes with inclusive sizing from 26″ to 36″ – waist.
Alongside the jeans there are two jackets, cut to be worn fitted or oversized, a minimalist bucket hat, and a tote
bag.

All styles are made from an exclusive white 12oz selvedge fabric that was developed in partnership with ISKO, a
leader in responsible denim production. Four finishes are available for all styles; raw, lightly rinsed, an
eco-stonewash, and raw with white contrast stitching.

non is conscious by design and committed to developing circular design and zero-waste processes. Their exclusive
denim is 50/50 certified organic cotton and recycled cotton that is reclaimed from the mill to minimize naturally
occurring waste. Their zippers and thread are made from post-consumer recycled polyester which helps divert plastic
from landfill and the ocean.

non has partnered with EON to digitize all goods with a ‘circular ID’ to take greater responsibility for our goods
throughout their lifetime. A scannable NFC tag on each garment can provide wearers with provenance and care
instructions whilst next-generation recyclers can access circularity data, like fabric composition, to improve
end-of-life management.

non offers a take-back scheme for your old jeans or jackets, to be donated either to charity for reuse or recycling, to
help encourage more responsible consumerism.

About the sizing – here is what Pete told us:

The best way to ascertain your size is measuring the best fitting jeans in your wardrobe, across the back of the waistband, and comparing with our sizing.

Our sizes vary by 15mm measured like this (30mm doubled) and will give 2%.

You can shop for non denim on their website, at SSENSE, and also in these stores.

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