Founded in 1976 in Butzbach, Hesse, Hessnatur is one of the pioneers of sustainably oriented fashion production in Germany. What was still considered “eco-fashion” back then has now developed into a central claim and is increasingly becoming an obligation for the entire industry.
On the occasion of its 50th anniversary, Hessnatur launched a hero campaign in which the company reinterpreted and re-staged 16 iconic designs from five decades. The curated selection ranges from early natural textile classics to modern signature pieces. Each design exemplifies a step in the development of the brand – materially, aesthetically and socially. These include, for example, classic parkas for men as well as linen ensembles for women or bodysuits for babies.
Verena Kleinohl, Vice President Brand & Communication, explains: “’50 Years. One Love.’ is more than an anniversary for us – it is a statement. For five decades we have stood for fashion that respects nature, takes responsibility and shows attitude. With the ‘Meet our Heroes’ campaign, we focus on people who embody exactly these values. They show: Sustainability is not a trend, but a conscious decision – modern, stylish and deeply human.”
Founded by Heinz and Dorothea Hess, Hessnatur thought about sustainability holistically from the start – from the first natural textiles without chemical treatment to the establishment of binding social standards and radical transparency along the entire value chain. As early as the 1970s, Hessnatur set ecological standards that are now often considered the industry’s benchmark.
The important milestones include, according to the company, the world’s first organic cotton project together with the Sekem farm in Egypt, joining the Fair Wear Foundation as the first German member – now with leader status for many years – being the first company to sign the Alliance for Sustainable Textiles and the development of natural fleece, a fleece material made from natural fibers without synthetic components and microplastics.