By  on February 1, 2012

PARIS — After a year’s hiatus traveling around Asia, Belgian designer Bruno Pieters is back in the fashion game with an eco-conscious label called Honest by.

Pieters, who formerly designed for his own label as well as Hugo Boss’ progressive Hugo label, said that transparency is key to his new online venture, which went live on Monday.

“As a consumer, I like to know what I am investing in,” he said. Indeed, the Honest by Web site details how many hours of labor go into each piece, and the wholesale and retail prices for the fabrics used, giving the consumer a glimpse into the real costs of making clothing in Europe.

“There is total transparency with each level of production,” said Pieters.

Prices for items range from 271 euros, or $356 at current exchange, while an organic cotton and linen blend men’s bomber jacket will retail for 1,082 euros or $1,422.

The 28 designs for men and women range from wrap dresses and T-shirts to trenchcoats and jeans. “I wanted to create neoclassic hybrids,” said Pieters.

Products are made from natural and ecological fabrics sourced from around Europe, including vegan items and pieces made from recycled wool and other fabrics. “I was really inspired by Julie Gilhart [former Barneys New York fashion director] and her ideas and approach to green fashion,” said Pieters, adding that he would like for her to curate one of the collections online.

Honest by will be reaching out to other designers to add pieces to the collection, which will continue to be curated by Pieters.

Rumor has it that Canadian designer Calla Haynes is on board for the next collection, which will launch on April 5.

“The response has been great from lots of different designers and from consumers,” said Pieters, adding “investing and supporting in this and buying is like voting — it is the consumer’s choice.”

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