The 5 Pocket Shuffle.

This is what happens when we have lost our keys, phone, wallet or something else.

We tap both of our back pockets.

If the thing we are looking for is not there, we then tap both our front pockets.

If the thing we are looking for is not there, we then, as a place of last resort, tap our coin pocket.

If the thing we are not looking for is not there, we repeat this procedure.

This time the procedure is repeated a lot faster as it is dawning on us that we have lost the thing we were looking for.

Even if it is not there, we will keep repeating this move fully expecting a different result each time.

Hey, we have all done it.

But at least now we know what is called: The 5 Pocket Shuffle.

Thanks to Frank Chimero for naming this habit.

Take your time. But take your moment.

Here’s to all those ideas that have yet to be dreamt up.

All those companies that are yet to start.

All those bands that are yet to breakthrough.

All that code that is yet to be written.

All those photos that are yet to be taken.

And all those artisan loafs that are yet to rise.

And all those cups of coffee that are going to be handcrafted.

This is your year.

We can’t do many things. But we can do exceptional things.

We are a jeans maker on the Western edge of Wales.

Our town has a history of making jeans.

And we are here to make sure it also has a future of making jeans.

The way to do that is simple enough: focus.

We make jeans. And that is it.

We have lots of competition.

Some are bigger than us. Some are cheaper than us. All of them are better known than us.

But the upside for us is they are all trying to do lots of things.

And that is super hard to pull off. Some do. Most don’t.

So each day we just concentrate on making a great jean.

Saying no to brand extensions.

Saying no to making T-shirts, Jumpers and Bobble Caps.

We have figured out what we can do well.

And we figured we should spend all of our time doing that.

We are a jeans maker.

What if quality didn’t matter?

We wouldn’t have to find the best denim mills and persuade them, charm them, beg them to work with us.

We wouldn’t have to spend the best part of a year working on two cuts.

We wouldn’t have to do wearer trials. Each and every day of the year.

We wouldn’t have to use the best rivets in the world.

We wouldn’t have to find the best extra strong pocketing cloth that hardly anybody uses anymore.

We wouldn’t have to employ artisan jeans makers.

We wouldn’t have to cut our jeans with a man who has spent 38 years cutting jeans.

We wouldn’t have to focus on doing one thing well because we could do lots of things poorly instead.

We could all go home early. 

But quality matters, right?

It matters to you.

And it matters to us.

It’s like a bedrock of what we all believe in.

Sure, we will get things wrong from time to time.

But we will learn and we will put them right.

This company is here to be a yardstick of quality.

We will judge ourselves against that ambition.

In the words of Charles Bukowski “If you are going to try, go all the way”

Here’s to quality.

Never stand still. But always stand for something.

The most important thing to get right is the fit.

So we spent a year on just two fits.

The Regular. And the Slim.

And by all accounts, it was time well spent.

Our returns rate is running at around 2%.

The industry standard is around 20%.

Whatever we have done, we have done it well.

But we can’t settle for being just good at something when there is a place called great that we would like to go to.

If we want to get our town to get 400 jobs back, we will have to go there a lot.

So the last two days we have got the 'A' team together to see how we can improve.

The ‘A’ team is made up of Claudio, Steve and Norman. (And of course, all The Grand Masters)

Between them they have nearly 200 years of know how of making you know what.

First to change was to make the coin pocket compatible to the iPhone 5. (It’s 1cm longer than the iPhone 4).

Then, we changed the pocket itself so it was smoother to get your hands in.

Then we spent some time making the internals less bulky so it’s more comfortable to wear.

Then we altered the rise by 1 cm so it feels better on your back.

Each time we made a change, Steve would alter the pattern. Then Claudio would cut a pair. Then Grand Master Elin would make them up.

And I would get to try on.

We did that for two days. And then finally everyone was happy. And we signed them off. 

Then it was over to Norm to go and change all the patterns digitally across all the sizes.

The company that keeps pushing forward is an interesting one.

That is the culture here.

That is what we stand for.

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If you like ideas, it will inspire you.