When a small family firm decided to make denim their business, they had a lot of support. In fact, Hiut Denim Co had a whole town behind them. Cardigan in West Wales, an ancient market community, had good reason to be pleased. Up until 2001, employees at the Dewhirst factory were producing 35,000 pairs of jeans per week. Its closure left four hundred people without work and a reservoir of untapped skills. The company's decision to use this expertise signalled a new future for the workforce and another generation of quality jeans.
As far back as the 1500s denim fabric was worn by sailors in the Genoese navy. But it wasn't until 1870, when Levi Strauss introduced it to Californian miners, that its popularity really took off. Eventually adopted by American pop culture, blue jeans became synonymous with teenage rebellion and protest. By the sixties, wearing denim had become more acceptable. Within three decades, fashion designers had taken it to the catwalks of Europe. Today, brands such as Hiut denim jeans are a staple of the contemporary wardrobe.
In recent years, environmental awareness has raised concerns over the widespread use of pesticides. Unfortunately, cotton producers also used them. Thanks to research, science has provided alternatives that are less harmful to workers as well as the environment. The people at Hiut are among those determined to do their bit to protect the natural world.
For their Organic denim, the company uses an environmentally friendly finish. It is high-quality denim sourced from a reputable mill in Turkey. The standard of excellence continues from the selection of the fabric through to the manufacturing process and finished product. Thanks to the development of what's known as a 'history tag', customers can follow the fascinating process. The history tag is a unique concept that enables customers to follow the journey of their jeans. The tag sewn into the fabric enables Masters to upload photos at each stage of the manufacturing process. Later, customers can use their individual number on the 'history tag' website and view the images. They also have the opportunity to continue the story with individual messages and photos. It's a great way to create memories.
In every pair of Hiut jeans, the Masters make use of almost forty years of expertise and experience. Their skill is evident in every detail of the classic five-pocket, straight-leg design. The unwashed 12oz Organic denim regular fit is perfect for those who prefer a relaxed, comfortable feel.
The Organic denim slim fit, while not ultra skinny, is ideal for anyone who likes jeans to feel snug. This year, the design team has added an extra 1cm to the rise. It may not sound a lot but the result allows the jeans to sit low enough on the hip without sacrificing comfort. The legs are slightly narrower but not too slim. This style proved a major hit with customers. It also went down well with those affectionately referred to as 'company geeks'.
For their Selvedge denim, the company turned to the Land of the Rising Sun. As with its Turkish counterpart, the Japanese mill provides quality fabric. The Selvedge style is a major hit with new customers as well as denim connoisseurs. Selvedge denim, adapted from the term 'self edge' is taken from the natural edge of a roll of fabric. It forms a clean crisp edge that won't unravel. As it is an eco-friendly product, natural indigo is used to give the unwashed 14oz jeans their characteristic colour. One of the major advantages is that colour doesn't fade. Regardless of individual design preference, it's obvious that the team at Hiut jeans has got its priorities right. Their investment in expertise and passion has paid off. The Hiut Denim Co makes exceptionally good jeans.
Shop the collection