Glenn Martens is no longer a niche taste.

He sees the brand as a sort of fashion Trojan horse that can seed sustainability: environmental and social. (He has been focused on responsible fashion since helping his former teacher Bruno Pieters start Honest By in 2012, a brand that was known for publishing all the sourcing information and price markups for every garment.) He has created the Diesel Library, which includes only evergreen styles made with environmentally responsible materials and treatments that come with QR codes on the label to explain the sourcing, as well as a program to use leftover scrap from the factories as store window installations. Scrap is also recycled into new denim, which is known as “rehab denim.”