Our town is making jeans again.
SHOP HERITAGEWhere and Why?
Cardigan is a small town in West Wales. Population: 4,000.
Once, 400 of them made jeans.
35,000 pairs a week. For three decades.
Then the factory closed. The work left. But the skill stayed.
So we started Hiut Denim.
To bring it all back home.
To put that knowhow to work again.
As one Grand Master told us:
“This is what I do best.”
That’s why we had to make this work.
If you’re going to try, go all the way.
Charles Bukowski
Do One Thing Well.
We make jeans. That’s it.
No bobble hats. No sweatshirts. No distractions.
We don’t try to be good at everything.
We do one thing. And we do it well.
Each day, we show up to make the best jeans we know how.
From the finest denim in the world.
Cut with an expert’s eye.
Sewn by the legendary Grand Masters.
There’s a simple but profound joy in making something this well.
Something that’s built to last.
That’s our reward.
The more classic you can make something, the longer it will last.
Paul Arden
In Quality we Trust.
In the same way the orange stitch runs through our jeans, quality runs through everything we do.
Not just the materials.
But how we treat our people.
Our customers.
Our planet.
We see quality as a philosophy, so it informs everything we do.
It’s how we design - not to trend, but to last.
Most things aren’t thrown out because they fail.
They’re thrown out because we get tired of them.
So we design to stay timeless.
To go the distance with you.
Yes, the fabric matters. Yes, craftsmanship matters.
But so does the eye.
Because the eyes throw away more than the hands ever do.
Beware the lollipop of mediocrity: lick it once and you'll suck forever.
Brian Wilson
The GrandMasters.
Malcolm Gladwell says it takes 10,000 hours to become a Grand Master at chess.
In Cardigan, we have people who’ve spent 20,000 hours, 30,000 hours, and even, 40,000 hours making jeans.
Their hands and eyes have been trained overtime in the essence of making a great jean.
They are true GrandMasters of denim.
You see, this town once had Britain’s biggest jeans factory.
400 of us made 35,000 pairs a week.
For over three decades.
That’s a lot of jeans.
And a lot of practice.
This town doesn’t just know denim.
It has blue blood running through it.
Come to the edge. And they came, and we pushed, and they flew.
Christopher Logue
The Uniform for the Creative Man and Woman.
For the next big ideas.
The next companies.
The next business models.
For the makers.
The growers.
The artists.
The writers.
The designers.
The musicians.
The coders.
The hackers.
The mavericks.
The non-conformists.
The ones who’ll change this world of ours.
They won’t do it in a business suit.
P.S.
Our job is to make the best jeans we can, not the most jeans we can.
Do one thing well.
No Wash Club.
Raw denim is best left unwashed for six months.
An uncomfortable truth: The longer you wait, the better they look.
We know that’s not for everyone.
But we started a club for those it is.
It’s called the No Wash Club.
It’s hard to join.
Like all the best ones are.
The pledge?
Six months. No washing.
But membership has its perks.
The longer you go, the more beautiful your jeans become.
Each crease, each fade - yours.
A record of your life, pressed into denim.
We make them.
You shape them.
But the final perk might be the most beautiful of all:
You’ll have saved enough clean drinking water for one person - for 793 days.
You can’t get to wonderful without passing through alright.
Bill Withers