Rima Vaidila



We believe Instagrammers are going to change retail. So we we are collaborating with the most collaborative Instagrammers on the planet to make this change happen. Each Co-Lab will get a limited run of 80 pairs of jeans each. Completely customised by the Instagrammers.

Our first co-lab is with Rima. The denim obsessed, creative director and model Instagrammer. She's designing her own pair of Hiut Denim Stelsby jeans. These have taken 18 months to develop. And with the help of Rima, we have added a little spin to our classic Stelsby. The Reform material we use is super comfortable, retains shape almost better than anything else out there. Even the pocket lining has been chosen because of its softness. Over the last 18 months the fit has been perfected. It is a skinny cut that is on the cusp of slim. We're really happy with them. Rima, has designed the pockets and label for these jeans. And they look beautiful.

Only 80 of these will be made. Ever.
If your size isn't listed below, please get in touch as we can do special orders.

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Our Fit Guide

If you wear turn-ups, buy the next size up from your normal leg length.

Not sure of your fit? Give us a call on 01239 612469

Rima Vaidila's Instagram

Why Co-Lab'ers will change the world

We are first jeans maker in the world to give every pair of jeans a unique HistoryTag. A unique number that allows you to sign up to the HistoryTag website and then allows you to update where you went in them and what you got up to in them. Then, if one day, those jeans end up in a second hand shop, their memories will go with them.

The idea came from staring at a pair of 100 year old jeans and wondering what their story was. Did they strike gold? What was their best day? What was their worst? Did they fall in love? Did they laugh a lot? But they were born in an era that was pre-internet so those stories will never be told.

Us humans are a funny lot. We like to know the history of things. Where they have been? What they did? Our things bookmark time and our daily lives. The HistoryTag just uses the power of the internet to log those stories so they never get forgotten.

So when its time for your jeans to get handed down or they end up in a second hand shop, their stories will go with them.

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Malcolm Gladwell wrote it takes 10,000 hours to become a Grand Master in chess. A Grand Master is someone who is capable of playing at the highest international level. In our town, there are people who have spent 20,000 hours, 30,000 hours, and in some cases, 40,000 hours making jeans. Their hands and eyes have been trained in the essence of making great jeans. They are the Grand Masters of denim.

You see, we had Britain’s biggest jeans factory on our doorstep. It employed 400 people out of a town of 4,000 people. And it made 35,000 pairs of jeans each week for 3-4 decades. That’s a lot of jeans. And we all know what practice makes.

In Cardigan, it’s hard to find someone who doesn’t know how to make jeans. If you go to the coffee shop, they used to make jeans. If you go the pub, they used to make jeans. If you learn how to drive, the driving instructor used to make jeans.

Yes, this town knows how to make great jeans.