{"id":155793,"date":"2026-09-24T12:01:05","date_gmt":"2026-09-24T10:01:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=155793"},"modified":"2026-09-24T12:01:07","modified_gmt":"2026-09-24T10:01:07","slug":"la-societe-mere-de-jbc-confie-a-jordy-arthur-vaesen-la-tache-de-redonner-vie-a-la-marque-de-jeans-hnst","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-societe-mere-de-jbc-confie-a-jordy-arthur-vaesen-la-tache-de-redonner-vie-a-la-marque-de-jeans-hnst\/","title":{"rendered":"La soci\u00e9t\u00e9 m\u00e8re de JBC confie \u00e0 Jordy Arthur Vaesen la t\u00e2che de redonner vie \u00e0 la marque de jeans HNST"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Claes Retail Group<\/strong>, soci\u00e9t\u00e9 m\u00e8re notamment de <strong>JBC <\/strong>et <strong>CKS<\/strong>, relance la marque belge de jeans <strong>HNST<\/strong>. Jordy Arthur Vaesen, influenceur et cr\u00e9ateur des stars, devient directeur artistique et a pour mission de faire de cette marque de niche durable une marque grand public, dans tous les sens du terme.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un \u00ab b\u00e9b\u00e9 \u00bb qui doit grandir<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s le rachat de HNST par CRG en 2024, il a fallu un peu de temps pour trouver la bonne voie. \u00c0 l\u2019occasion de la RetailDetail Night de l\u2019ann\u00e9e derni\u00e8re, Ana\u00efs Claes, responsable du d\u00e9veloppement durable, avait d\u00e9j\u00e0 d\u00e9clar\u00e9 que le groupe cherchait \u00e0 mieux r\u00e9pondre aux attentes des clients : les jeans circulaires devaient rester abordables, afin de \u00ab<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/anais-claes-jbc-op-de-retaildetail-night-nieuw-tweedehands-en-verhuur-leven-perfect-naast-elkaar\/\" data-type=\"link\" data-id=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/anais-claes-jbc-op-de-retaildetail-night-nieuw-tweedehands-en-verhuur-leven-perfect-naast-elkaar\/\">d\u00e9mocratiser les choix durables<\/a> \u00bb. \u00ab D\u00e9mocratiser la durabilit\u00e9, voil\u00e0 notre mission \u00bb, avait-elle alors d\u00e9clar\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HNST est ainsi devenu <a href=\"https:\/\/lnkd.in\/p\/eur6trUJ\">le \u00ab petit veau \u00bb du Claes Retail Group<\/a>, \u00e9crit aujourd\u2019hui Ana\u00efs Claes sur LinkedIn : \u00ab Si vous demandez \u00e0 quelqu\u2019un de soulever une vache, il n\u2019y parviendra pas. Mais soulevez chaque jour le veau \u00e0 mesure qu\u2019il grandit, et vous finirez par y arriver \u00bb, a appris Lucas Geuens lors d\u2019une visite chez un fournisseur en Inde. L\u2019objectif est donc devenu d\u2019apprendre ensemble, d\u2019exp\u00e9rimenter et de soutenir ensemble cette jeune marque.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CRG a choisi comme figure de proue et directeur artistique Jordy Arthur Vaesen, un cr\u00e9ateur belge en pleine ascension qui habille des stars telles que Merol et Pommelien Thijs, mais qui jouit \u00e9galement d\u2019une grande notori\u00e9t\u00e9 sur les r\u00e9seaux sociaux. Vaesen partage la vision de Claes Retail Group selon laquelle HNST, en tant que marque, doit avant tout \u00eatre pertinente, de qualit\u00e9 et d\u00e9sirable, avec la durabilit\u00e9 comme pilier invisible, mais essentiel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Pas d\u2019histoire parfaite \u00bb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019ambition de HNST est claire : \u00abNe pas raconter <a href=\"https:\/\/www.hln.be\/houthalen-helchteren\/belgisch-jeansmerk-hnst-maakt-comeback-na-overname-door-jbc-groep-we-willen-geen-perfect-verhaal-vertellen~a8021715\/\">une histoire parfaite<\/a>. Simplement cr\u00e9er des v\u00eatements sacr\u00e9ment bien faits. \u00bb Ana\u00efs Claes souligne \u00e9galement que la durabilit\u00e9 ne doit pas \u00eatre un argument de vente, mais constituer le fondement m\u00eame de la marque. L\u2019accent est mis sur la cr\u00e9ation de v\u00eatements qui s\u00e9duisent les consommateurs, dans le respect du pass\u00e9 de HNST, mais surtout avec un regard tourn\u00e9 vers l\u2019avenir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HNST est aujourd\u2019hui disponible dans dix magasins JBC s\u00e9lectionn\u00e9s et en ligne. Le retour de la marque est consid\u00e9r\u00e9 comme une \u00e9tape importante pour normaliser la durabilit\u00e9 dans l\u2019industrie de la mode. Cette relance s\u2019inscrit \u00e9galement dans un contexte plus large de transition vers la durabilit\u00e9, ponctu\u00e9 d\u2019\u00e9checs et de r\u00e9ussites, comme en t\u00e9moigne \u00e9galement le r\u00e9cent red\u00e9marrage de MUD Jeans, une autre marque du secteur.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Claes Retail Group, soci\u00e9t\u00e9 m\u00e8re notamment de JBC et CKS, relance la marque belge de jeans HNST. Jordy Arthur Vaesen, influenceur et cr\u00e9ateur des stars, devient directeur artistique et a pour mission de transformer cette marque de niche durable en une marque grand public, dans tous les sens du terme.<\/p>\n","protected":false},"author":5,"featured_media":155794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[1865],"extra":[43],"company":[661],"topic":[373,276],"region":[226],"class_list":["post-155793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","people-anais-claes","extra-plus","company-claes-retail-group","topic-durabilite","topic-expansion","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La soci\u00e9t\u00e9 m\u00e8re de JBC confie \u00e0 Jordy Arthur Vaesen la t\u00e2che de redonner vie \u00e0 la marque de jeans HNST - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-societe-mere-de-jbc-confie-a-jordy-arthur-vaesen-la-tache-de-redonner-vie-a-la-marque-de-jeans-hnst\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La soci\u00e9t\u00e9 m\u00e8re de JBC confie \u00e0 Jordy Arthur Vaesen la t\u00e2che de redonner vie \u00e0 la marque de jeans HNST - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Claes Retail Group, soci\u00e9t\u00e9 m\u00e8re notamment de JBC et CKS, relance la marque belge de jeans HNST. 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