{"id":155743,"date":"2026-09-24T09:07:00","date_gmt":"2026-09-24T07:07:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=155743"},"modified":"2026-09-23T18:08:21","modified_gmt":"2026-09-23T16:08:21","slug":"jbc-moeder-laat-jordy-arthur-vaesen-jeansmerk-hnst-nieuw-leven-inblazen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/jbc-moeder-laat-jordy-arthur-vaesen-jeansmerk-hnst-nieuw-leven-inblazen\/","title":{"rendered":"JBC-moeder laat Jordy Arthur Vaesen jeansmerk HNST nieuw leven inblazen"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Claes Retail Group<\/strong>, moeder van onder andere <strong>JBC <\/strong>en <strong>CKS<\/strong>, herlanceert het Belgische jeansmerk <strong>HNST<\/strong>. Influencer en ontwerper van de sterren Jordy Arthur Vaesen wordt creatief directeur, en moet van het duurzame nichemerk een breed gedragen label maken &#8211; in alle betekenissen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Babykoe die moet groeien<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na de overname van HNST door CRG in 2024 was het even zoeken. Duurzaamheidsmanager Ana\u00efs Claes zei naar aanleiding van de RetailDetail Night vorig jaar al dat de groep zocht naar betere aansluiting bij de klanten: de circulaire jeansbroeken moesten betaalbaar blijven, om &#8220;<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/anais-claes-jbc-op-de-retaildetail-night-nieuw-tweedehands-en-verhuur-leven-perfect-naast-elkaar\/\">duurzame keuzes mainstream te maken<\/a>&#8220;. &#8220;Democratisering van duurzaamheid, d\u00e1t is onze taak&#8221;, klonk het toen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HNST werd <a href=\"https:\/\/lnkd.in\/p\/eur6trUJ\">zo de &#8220;babykoe&#8221; van Claes Retail Group<\/a>, schrijft Claes nu op LinkedIn: &#8220;Als je iemand vraagt een koe op te heffen, lukt dat niet. Maar hef iedere dag de babykoe op terwijl ze groeit, en uiteindelijk kan je het wel&#8221;, leerde Lucas Geuens tijdens een leveranciersbezoek in India. Het doel werd zo om samen te leren, te experimenteren en het jonge label ook samen te dragen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Als gezicht en creative director koos CRG Jordy Arthur Vaesen, een opkomende Belgische ontwerper die sterren als Merol en Pommelien Thijs kleedt maar ook grote bekendheid geniet op sociale media. Vaesen deelt de visie van Claes Retail Group dat HNST als merk eerst en vooral relevant, kwalitatief en begeerlijk moet zijn, met duurzaamheid als onzichtbare, maar essenti\u00eble pijler.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Geen perfect verhaal&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De ambitie van HNST is helder: \u201c<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\/\">Geen perfect verhaal<\/a> vertellen. Gewoon verdomd goede kleding maken.\u201d Ook Ana\u00efs Claes benadrukt dat duurzaamheid geen verkoopargument mag zijn, maar de basis moet vormen. De focus ligt op het cre\u00ebren van kleding die aanslaat bij consumenten, met respect voor het verleden van HNST, maar vooral met een blik op de toekomst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">HNST is vandaag beschikbaar in tien geselecteerde JBC-winkels en online. De comeback van het merk wordt gezien als een belangrijke stap om duurzaamheid te normaliseren in de mode-industrie. De herlancering past ook in een bredere context van verduurzamen met vallen en opstaan, zoals de recente doorstart van sectorgenoot MUD Jeans evengoed getuigt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Claes Retail Group, moeder van onder andere JBC en CKS, herlanceert het Belgische jeansmerk HNST. Influencer en ontwerper van de sterren Jordy Arthur Vaesen wordt creatief directeur, en moet van het duurzame nichemerk een breed gedragen label maken &#8211; in alle betekenissen.<\/p>\n","protected":false},"author":5,"featured_media":107752,"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],"tags":[],"people":[1865],"extra":[43],"company":[661],"topic":[273,197],"region":[90],"class_list":["post-155743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","people-anais-claes","extra-plus","company-claes-retail-group","topic-duurzaamheid","topic-expansie","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>JBC-moeder laat Jordy Arthur Vaesen jeansmerk HNST nieuw leven inblazen - 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\/nl\/news\/mode\/jbc-moeder-laat-jordy-arthur-vaesen-jeansmerk-hnst-nieuw-leven-inblazen\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"JBC-moeder laat Jordy Arthur Vaesen jeansmerk HNST nieuw leven inblazen - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Claes Retail Group, moeder van onder andere JBC en CKS, herlanceert het Belgische jeansmerk HNST. 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