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Bruno’s Back


Belgian designer Bruno Pieters’ Spring 2010 runway show in Paris was the grand finale of his namesake ready-to-wear line. “Many of my dreams were coming true, but it wasn’t bringing me the happiness I thought it would,” he tells After a year-long sabbatical spent exploring the developing world, he’s back with a fresh approach to fashion and a renewed enthusiasm for the industry, fueled by his new fashion brand, Honest By, and accompanying e-commerce site (, which launched yesterday.

“I was in India and saw this Gandhi poster that said, ‘Be the change you wish to see in the world,’ and that just stuck with me. Clothes are considered by many people to be innocent, they think they are just dresses, but that’s not the case and there are consequences to our work,” Pieters explains.

His solution: a high-quality brand with 100 percent transparency about how the clothes are produced and a full breakdown of how each item is priced. Pieters is the first designer for the site, but every three months he will introduce and sell a collection from a different designer (he remained tight-lipped about his April designer). Honest By Bruno Pieters has a different spirit than his more tailored work in prior years. “They are neoclassic hybrids,” he says of the men’s and women’s pieces, many of them unisex, in the new eco-conscious line (with prices ranging from €250 for a shirt to upward of €1,100 for a coat). “It’s mixtures of classic favorites, like one coat is a bomber jacket, T-shirt, and trenchcoat all in one. This is more casual and more daywear than the collections I showed in Paris.”

Photo: Courtesy of Honest By

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