SELF SERVICE.

SELF SERVICE.

THE NEW A/W 2012- 2013 ISSUE OF SELF SERVICE IS OUT AND IS IN OUR OPINION A BREATH OF FRESH AIR.

The magazine is curated by Charlotte Casiraghi. As co-founder of the ecologically-minded publication, Ever Manifesto, with Alexia Niedzielski and Elizabeth Von Guttman, Charlotte Casiraghi sought the views of industry leaders on the future of fashion. Suzy Menkes, Livia Firth, Renzo Rosso, ... and Honest by's very own Bruno Pieters were asked 4 questions on Sustainability.Here is what Bruno Pieters had to say.

"I believe that many brands are already working on incorporating sustainability into their process. The results aren't there yet, and some of us might give the impression that we are trying to get away with producing unsustainable clothes for as long as we can. But I do think we are all becoming more aware of what is going on in the world and the urgency for change. The other day I received an email from one of Honest by's clients saying she couldn't imagine paying 2,000 euros for a garment that wasn't made in an environmentally friendly and ethical way anymore. She believed that to be absurd. There is no luxury in offering clothes and products that are harmful.

Everything has been done in fashion; it is the perfect time to try something new. We have received thousands of emails of support. Imagine the love and response an established heritage brand would receive if they were to do anything like this before it all becomes mandatory. Transparency is crucial because it gives customers the guarantee that what they are buying is in harmony with their opinions. I think people can be very forgiving and patient if you're being honest with them. Transparency is also a form of customer service because if you are in a position where you can have anything you want in the world, you'll soon want more. More than just pretty clothes, you'll want a true story.

One that cannot be bought but one that can be loved, appreciated and admired every time you wear it. The danger of not informing your audience is that some people might start to assume a negative attitude towards your brand. When one reads in the Financial Times that more and more luxury brands are now producing in China, one might start to wonder if luxury fashion is still worth more than high street fashion. And if a company isn't transparent about it, how can one know for sure that this jacket was really made in France? We all know by now that 'made in France' or 'made in Italy', etc, doesn't necessarily mean the product was entirely made there. But whether you are a new or established brand, the challenges that exist right now are the same. And so are the solutions.

I have worked in this business for over a decade and everything that I thought was impossible is, in the end, very easy and simple – all it takes is one decision. Change is the only constant and fashion is at its best when it embraces evolution in society and human consciousness. The best moment to do it is now; now is the only moment we have.¨

Bruno Pieters, founder and CEO, Honest by