AW26 - this Autumn at the Factory

Autumn is here. And we’ve got a lot to say about it.

We are welcoming the cooler, windier, wilder weather here in West Wales with open arms. As we change from shorts to selvedge, this feels like the right moment to start showing you what we've been working on. We've already done so much with our visit from the Catherine, Princess of Wales in February, our rebrand with Pentagram, our first ever National Eisteddfod,  new men's and women's lines, and delving into new finishes through our work with LaundRe. 

And yet, there's still more to come.

Before the end of the year, there will be limited editions, new fabrics, new finishes, and a couple of announcements we've been sitting on for a while. Some of it will feel familiar. Some of it we've never done before.

Where we are

Earlier this year, we found our new visual voice working with Pentagram. The rebrand wasn't about changing what Hiut is; it was about aligning how it looks with what's actually happening inside the factory. We're proud of the result, and grateful to the team at Pentagram for getting us there. You can read more about it here.

That work coincided with a refined new fit line for both men and women, which has received so much warmth and positive feedback - thank you. There's still more of that collection to reveal, and it's especially close to our hearts. You'll see why soon enough.

Starting with the Soft Wash

Kicking off the autumn campaign is a new finish and denim we're truly excited about.

The Soft Wash is cut from 13oz Candiani denim, woven from 100% certified regenerative agriculture cotton in Italy. Each pair is cut and sewn at the factory in Aberteifi, sent to LaundRe in London to be washed using an exclusively developed enzyme wash, then returned to us to be finished and signed.

The wash takes the denim into a softer state; easier to wear from the first day, with a gentler handle and a natural variation through the indigo. But there's enough left in the fabric to keep evolving over time. The weight and colour works across multiple occasions and seasons. 

This will be a permanent part of the Hiut collection.

What's next

Following the Soft Wash, something we've never done before. It will surprise some people and feel like a long time coming for others. We're sure you'll love it as much as we do.

More soon.