London-based label non has revealed its first collection, comprising of a series of gender neutral and sustainable denim pieces. The brand’s name showcases its ethos and approach, reflecting the belief that all items are non-gendered, non-branded and produced using non-harmful production methods.
In the first collection, non has used a 12oz selvedge fabric made from a blend of certified organic cotton and recycled cotton for straight, relaxed and wide leg jeans, fitted or oversized jackets as well as a bucket hat and tote bag. Every item in the collection is available in four styles: raw, lightly-rinsed, eco-stonewash and raw with white contrast stitching. Continuing the sustainable focus, all zippers and threads are produced using post-consumer recycled polyester.
Additionally, all goods have been digitized using a “circular ID,” which can be viewed through a scannable tag. Scanning this tag reveals provenance and care instructions, as well as more in-depth details such as fabric composition and circularity data. non is also launching a take-back scheme for old jeans and jackets, with unwanted products donated to charity or recycled by the label.
Take a look through the first collection from non in the gallery above. All of the pieces are available now from the label’s web store and select stockists.
In other fashion news, NOAH has partnered with New Order for its latest collaborative capsule.