Honest by is born this January. Created by Bruno Pieters‘ sabbatical trip to Southern India during 2010. The interesting concept of this business model is about its transparency. In its own words, “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 store 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.” The depth of the information breakdown is by far the most comprehensive I have ever seen, from certainly the garment, but also to the care label, the hang-tag to the safety pin. There is even carbon footprint estimate besides the cost break-down. A lot of heart, effort and dedication is needed to make this happen, and they know it’s all about education and perception. I appreciate the thoughts tremendously.