The V-Fit


We took our classic regular fitting jean, tapered the leg and added a little extra room in the hips to get the iconic athletic shape.

It's perfect for those with a bigger thigh, but prefer a narrower hem.

We spent a year getting the cut right. Then we tested dozens of fabrics that would suit the fit, making them easier to wear from day one. We choose a beautiful deep indigo denim from Candiani with a loose weave but an authentic denim finish, to give them a raw denim look but easy to wear. Then we made some slight changes to the pockets to make them roomier.

The good thing about not doing many cuts, is launching a new one is a big thing. So we never give a new cut a deadline, we launch when it's right. 

  • Authentic five pocket jean

  • Regular tapered fit

  • Medium rise

  • 13 oz denim from Candiani

  • Super tough ecru twill pocket lining

  • Signature red ‘owl’ rivet on the back pocket

  • Button fly

  • 100% cotton

  • Made in Wales

As the jeans are cut to order, payment is taken when ordered. 

Size Chart

What if they don’t fit? You can exchange or return your jeans up to 90 days after purchase.

Size chart

You can take some measurements from your old favourite jeans and compare them to any of pair of Hiut jeans, using the sizing table below. Making it easier to find your size and your new favourite pair of jeans the first time you order. See how to measure yourself below.

V-Fit WAIST FLAT cm HEM FLAT cm RISE cm (30/32 LEG) RISE cm (34 LEG)
26 37.00 16.90 25.70 26.70
27 38.25 17.25 26.00 27.00
28 39.50 17.60 26.30 27.30
29 40.75 17.95 26.60 27.60
30 42.00 18.30 26.90 27.90
31 43.25 18.65 27.20 28.20
32 44.50 19.00 27.50 28.50
33 45.75 19.35 27.80 28.80
34 47.00 19.70 28.10 29.10
35 48.25 20.05 28.60 29.60
36 49.50 20.40 29.10 30.10
37 50.75 20.75 29.60 30.60
38 53.25 21.45 30.60 31.60

How to measure like a Grand Master

1, Waist

What size am I? Simple. Just lay your old favourite jeans down flat and measure straight across the back waistband. Write the measurement down. See photo.

2, Inside Leg

Measure from the bottom of the hem (the bottom of the leg) and up to the crutch. That will give you the inside leg measurement. See photo for help.

3, Front rise

It might help to look at the photos. But with your jeans flat, measure from overlapping seams in the crutch, to the top of the front waistband. Pretty simple.

4, Hem

With the leg laid flat, measure from one side to the other across the front of the leg. Simple. Again, the photo might help you with this.

About our jeans

Delivery And Returns

We ship with Royal Mail Tracked Service. We offer Free Returns on UK orders. We offer 30 day refunds on all unworn jeans. No questions asked.
Read more.

Free Repairs

We stand by our jeans even when they fail you. We offer free repairs for the life of your jeans. One rule. You have to send them back washed.
Read more.

Our Factory

We are not here to make the most jeans we can, but the best jeans we can. The GrandMasters can only make 100 pairs of Hiut's a week.
Read more.


What is selvedge? What is my size? Can I return jeans if I don’t love them? We're human, give us a call.
01239 612469.

Our Town Is Making Jeans Again

Cardigan is a small town of 4,000 good people. 400 of them used to make jeans. They made 35,000 pairs a week. For three decades.

Then one day the factory closed. It left town. But all that skill and knowhow remained. Without any way of showing the world what they could do.

That’s why we have started The Hiut Denim Company. To bring manufacturing back home. To use all that skill on our doorstep. And to breathe new life into our town.

So yes, our town is going to make jeans again.

Here goes.

The Grand Masters of Denim

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.

If you like ideas, it will inspire you.