'Honest by' 1st Anniversary (by Bruno Pieters)

Editor's Note: We have been amazed and touched by the sincerity and power of 'Honest by' founder's letter for their 1-year anniversary, which they celebrate today! So, in agreement with them, we publish it below for your own enjoyment. In short 'Honest by' mission can be summarized as follows: "Honest by is the first company in the world to share the full cost breakdown of its products. The word Honest refers to the way in which the Honest by company operates, with a 100% transparency policy. The concept behind Honest by offers designers and brands a public platform to share their own design processes; utilizing the extensive research Honest by has already conducted on organic fabrics and suppliers."

Bruno Pieters launched this innovative and disruptive fashion venture on January 30th 2012 and we published an interview of Bruno that you can read here, where he explains the ethos and business model of Honest by. At Jardins Florian we support wholeheartedly Bruno's emphasis on 'humane' when he invites all of us to "work, love, eat, dress, talk and live as a humane being." Interestingly enough, we describe Jardins Florian own ethos from day 1 as "a Design House, Online Store and Magazine with a passion for humanity, craftsmanship and innovation". Merci Bruno for so much bravery and transparency. To all, enjoy the reading, be inspired!

On January 30th 2013 HONEST BY Celebrates the 1st Year Anniversary.

Today we celebrate one year of Honest by. What a fascinating journey it has been so far. How much we have learned as a company and how much I have grown as a person in just twelve months. I have received so much from all of you. Letting go of an old story gave me more then I could ever have imagined. I would like to thank you for making this new dream a possibility.

Many of us are aware or are becoming conscious of our unlimited power as individuals. We have created a world where money is a number one concern. A priority which is making us, the consumers, the masters of the universe. The unconsciousness and insatiable greed of some has put us all in an unprecedented position of control. Through the purchases we make today we are able to shape the world of tomorrow. But what are the other consequences of our material society?

Has our obsession with money made our lives as toxic as some of the products we buy? When I'm interviewed or when I meet up with a friend the first question I'm asked is almost always about Honest by's finances. "How is it going with the business? Is it profitable?" And to this I think, "Why wouldn't it be?"

Is it so hard to believe an honest business can survive? Can success only be achieved through questionable practices? What is success? Does an impressive bank account make us successful? Has making money become the purpose of our lives? Money seems to have become more important than our own existence. Are we aware that it might be preventing us from having a life? Do we know that if we go on like this, it might obstruct all possibility of Life? There has been much written about conscious consumerism and conscious living. What does it mean to be unconscious? For me it meant not knowing who I was, not being aware of my Universality. Not being conscious of it, and not caring about it.

How could I have cared about anything or anyone else if I wasn't even curious about who I was. Was it fear? Did someone tell me there was nothing there worth discovering? Why don't we value the invaluable? Did someone devalue us? Do we still believe that, that is our truth today? There are a lot of books out there that can help us answer these questions. But sometimes a simple reminder of what is written about us in our dictionary is all the enlightenment I need. 

Human Being: A human being is a kind, compassionate and loving entity.

That is officially who we are. That is who I am. That is what I believe to be my truth. And that is what I think is my purpose in life. And I want to respect myself enough to stand up for those beliefs.

When I realized that my mission on earth was as simple as being that which I already am, I wanted my whole life to be in harmony with that awareness. I would treat others with the same respect I would treat myself. I would work, love, eat, dress, talk and live as a humane being. On some days more than others it takes courage to be me. I recently read this quote by American author Marianne Williamson that I thought to be very inspiring and of great help in those moments of unconsciousness.

"Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It's not just in some of us; it's in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others."

I used to roll my eyes when people I knew posted similar quotes on Facebook. Now I wonder why. Did I want to bring down others with me? Was I out of touch? In the fashion industry we do not say we or our audience is out of touch, we say we like to 'dream'. And as designers we have created many dreams. But dreams can never last forever, sooner or later we'll wake up. When I woke up, I realized my dreams had been a nightmare for millions of others.

On January 30th 2012, at 7.00 PM CET I launched Honest by. Everyone deserves to dream but everyone also has the right to live those dreams. No planet, no man, no woman, no child or animal should live a nightmare in order for me to live my dream. That is what I believed 12 months ago and that is what I believe now. The story behind a garment needs to be as beautiful as the design. Whether our outfit costs 100 or 100.000 Euros the story needs to be one that fits with who we truly are.

Fashion made me dream as a child. As an adult I woke up so that my dream could continue.

We will no longer present the Honest by Bruno Pieters collection during fashion week. That is no longer a part of my dream. Some people told me they are disappointed and believe I'm giving up. They think it is important to fight hard for the things we believe in. I believe that all which is important does not require a fight.

I am not making millions with Honest by, I am making dreams and living them. I will be travelling for most of 2013 because I started working on a new project. This is also the reason why I will not be able to give any more lectures or interviews this year. Of course Honest by will continue to offer new creations on a regular basis.

Thank you for your support.
Thank you for the e-mails.
Thank you for the interviews.
Thank you for the editorials.
Thank you for the invitations.
Thank you for your enthusiasm.
Thank you for believing.

Thank you.

The Dream Continues...