Every jeans company makes a jean with a pocket card.
Most of them don’t know why.
So why is it there?
It’s there because it always has been. It’s there because it helps constitute what a classic 5-pocket western jean is. It’s there because it’s part of what makes jeans a design classic.
We get all that. But at Hiut we love design that serves a purpose as well as looks great.
As it happens, we use pocket cards for size and style information, so yes, it has a purpose.
But that’s only really useful to us in the factory. As a customer, you throw it away within a few minutes… not great design.
So we kept asking, “Can it be better?”
So along with adding images captured by Andrew Paynter, we’ve turned our pocket card into a No Wash Club, 6 month reminder.
Our job at Hiut Denim Co. is to make a great jean, but also to have ideas.
We won’t ever forget that.
Pre-order your copy of Year book 5 here.