Introducing non denim

London-based conscious brand non has launched with an agender minimalist denim collection that aims to provide contemporary streetwear-inspired styles made from sustainable materials. Founded by creative director Pete Hellyer, the name reflects the brand’s core philosophy; all styles are non-gendered, non-branded, and made with non-harmful production that considers both planet and people.

non’s debut collection contains jeans in straight, relaxed, and wide-leg silhouettes with inclusive sizing from 25-36”. Alongside the jeans, there are two jackets, cut to be worn fitted or oversized, and a minimalist bucket hat and tote bag.

All styles are made from an exclusive white 12oz selvage fabric that was developed in partnership with ISKO, a leader in responsible denim production. Four finishes are available for all styles; raw, lightly rinsed, an eco-stonewash, and raw with white contrast stitching..

non is conscious by design and committed to developing circular design and zero-waste processes. Their exclusive denim is 50/50 certified organic cotton and recycled cotton that is reclaimed from the mill to minimize naturally occurring waste. Their zippers and thread are made from post-consumer recycled polyester which helps divert plastic from landfills and the ocean.

non has partnered with EON to digitize all goods with a ‘circular ID’ to take greater responsibility for our goods throughout their lifetime. A scannable NFC tag on each garment can provide wearers with provenance and care instructions whilst next-generation recyclers can access circularity data, like fabric composition, to improve end-of-life management.

non offers a take-back scheme for your old jeans or jackets, to be donated either to charity for reuse or recycling, to help encourage more responsible consumerism.

non is available now on and The Wasted Hour, Hamburg and SSENSE You can follow their story on

non was founded by creative director Pete Hellyer during the first covid lockdown of London in 2020.
Hellyer grew up in Hampshire before moving to London at 21 to work with cult retailer oki-ni before becoming Creative Director of SSENSE in Montreal, aged 26, and later Totokaelo (New York). Hellyer currently lives in Hackney, East London, and was working freelance with luxury and sustainable brands before founding non.

Creative Direction by Pete Hellyer / Instagram: @petehellyer
Photography by Lara Angelil / Instagram: @laraangelil
Model is Dulcie signed at Present / Instagram: @dulcie_isabel_
Model is Shokirie Clarke signed at Nevs / Instagram: @shokirie
Model by Lara McGrath signed at Nevs / Instagram: @thegoatdancer
Model is Chanique Green signed at Revolt / Instagram: @chaniquegreen