Do one thing well.

The History Tag

Our love for our things – our pens, shoes, cameras, our books, our music, our jeans – usually has something to do with the stories that we attach to them. Sometimes the...

Our town is going to make jeans again

Cardigan is a small town of 4,000 good people. 400 of them used to make jeans. They made 35,000 pairs a week. For three decades. Then one day the factory closed. It left...

Our user manual

This is what we wrote to explain to our shareholders why we were setting up the company. If you’re interested, it explains the thinking behind what we do and how we do it....


Do one thing well

We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just...