Hiut Denim Company is doing something good: breathing life back into the Welsh coastal town of Cardigan, which used to make thousands of jeans a week until production was moved overseas (400 people lost their jobs, but the skills remained). Ten years later, David and Clair Hieatt (he is a former copywriter at advertising agency Saatchi & Saatchi) started Hiut with strict goals: make the best jeans possible that will stand the test of time, use the best quality selvedge and organic denim, obsess over every detail, and concentrate on doing one thing well.
“It wasn’t about starting another jeans brand. The world had enough of them”, said Hieatt. “This jeans company was about getting a town that used to make jeans to make them again.”
Hiut Jeans are made by hand and in small runs (only 10 pairs on a good day), and each pair has its own History Tag; a year stamp and hand written number and signature by the maker.