Confronted by the injustice of the supply chain and the poor working conditions in countries such as India, Bruno Pieters wants to focus on sustainable fashion and transparency. His new innovative label Honest By is avant-garde, luxury fashion that is mostly sustainable, mostly organic and financially transparent. In addition, twenty percent of the profit of his label goes to charity. The sustainability is featured in the use of mainly organic, natural and animal friendly materials. Bruno Pieters also wants to make his design sustainable by producing something you can wear and enjoy more than just one season, a collection designed to last. For example, his autumn/winter collection of 2012-2013 is a reinvention of classics such as the trench coat, the bomber jacket and jeans. Pieters deconstructs and reconstructs existing fashion classics to make it into something new but still classical, introducing the term neo-classic hybrids. Furthermore, Honest By shows people where the materials come from, how much they cost, who made the product, where it was made and how much money everybody earns along the supply chain. As result of this 100% transparency, Bruno Pieters wants to make consumers aware and critical about where clothes come from and how they are produced. He also emphasises the influence consumers can have on clothing companies if they ask questions and express their demands. In his vision to change the model of the fashion industry, making it more sustainable and transparent, Bruno Pieters has launched the Future Fashion Designer Scholarship for upcoming designers. The aim of the FFDS is to give fashion design students the opportunity to develop their graduation collection in a responsible, sustainable and transparent manner. The winner of the FFDS receives 10.000 euro cash and guidance from Bruno Pieters himself to make his or her debut as fashion designer. Awards The Swiss Textile Award in 2006 The ANDAM Award from the Pierre Berge and Yves Saint Laurent Foundation in 2007 The Elle Style Awards in 2008 The H&M Conscious Designer Award in 2014 References External links Living people Belgian fashion designers 1975 births