About
Our town is making jeans again.
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.
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.
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.
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.