In the mouth of the River Teifi, in West Wales, lies the ancient market town of Cardigan. The area is known for its scenic beauty, especially in Cardigan Bay, where marine life such as bottlenose dolphins attract thousands of visitors every year. In the 18th century, Cardigan was the most important sea port in South Wales. By 1815, it had over 300 ships and a thriving shipbuilding industry. Records also reveal that the town had a skilled workforce of talented craftsmen and artisans. In more recent times, the town's workers honed and developed their skill in making jeans. In the case of some Cardigan workers, they were masters of their trade. In fact, for thirty years four hundred individuals used their talent and expertise to make 35,000 pairs of jeans per week. When the factory closed, Hiut Denim Co, a small family firm, had the foresight to harness this skill, giving birth to a new generation of Hiut denim jeans.
At first glance, the ancient market town of Cardigan seems little different to many of its picturesque neighbours. But appearances can be deceptive. As well as maintaining its medieval legacy, the town has cleverly incorporated the latest contemporary designs. Along with the narrow streets from yesteryear, visitors also enjoy the convenience and comfort of 21st-century living. Cardigan has combined the past and present to produce an environment of harmony.
Interestingly, the principle of combining old with new is evident in Hiut Denim's concept of the 'history tag.' When the team at Hiut Denim Co put a 19th-century Victorian passion for quality and resilience together with modern technology, they created a 21st-century denim success. As with many great inventions, the 'history tag' is based on the beauty of simplicity. Basically, each pair of jeans tells a story. From the moment the cloth is cut to the inclusion of its 'Master's' name, the journey of the Hiut brand is recorded. Each pair is allocated a unique number that will eventually belong to the customer. The owner of the jeans can then go to the 'history tag' website and, once registered, can look at the life story of the Hiut jeans. It's a fun concept but it's also amazing how individuals can look back at the images and recall precious moments associated with wearing Hiut jeans.