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Provenance: Hiut Denim

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There’s a small town on the west coast of Wales called Cardigan where lots of really good stuff happens. Much of it is thanks to major do-ers David and Clare Hieatt, who returned to their native Wales after a stint in London back in the 90s. They founded (and later, sold) the original Howies clothing company (you might recall we stocked it for some time), moved to a farmhouse on the edge of Cardigan, dreamt up the Do Lectures (a lecture series which they still hold annually in their cow shed) and set up The Hiut Denim Company, which we’re really pleased to welcome to both menswear and womenswear this season.

Hiut came about after the David and Clare found out about Cardigan’s former denim industry; four hundred locals had been employed making jeans; 35,000 pairs of them a week, for three decades. Until, one day, the factory closed and the business went overseas. The discovery was a bit of a eureka moment for the couple and there and then, the seed for The Hiut Denim Company was sown; a means of bringing manufacturing back home, using the skill on their doorstep, breathing new life back in to the town, and making some really good jeans in the process.

Hiut’s whole ethos is ‘do one thing well’ and that’s what they stick to; using the best quality denims, cutting them with an expert eye, and letting their ‘grand masters’ at the sewing machines do the rest. Even with the music loud and the coffee strong, they can only make 100 pairs of Hiut's a week. But that’s ok, because they are really, really good.

This is the rigid denim we’ll all be wearing this season. For the girls, a classic slim leg style called Coda, a button fly mid-rise crafted from raw denim. Then there’s the Girlfriend, lower in the rise, sitting just above the ankle, made from 13.oz denim, rinsed once. Heading down to menswear you’ll find the Organic Slim, Slim Tapered and Selvedge Slim, all getting the seal of approval from Rob, our chief denim fanatic.

Only question is, will you be joining the Hiut No Wash Club? An elite club, where six months without washing means six months - no cold dip in the bath, no getting caught in the rain without an umbrella - all in pursuit of the most beautiful pair of jeans you've ever owned. The bar has just been raised, Hambledon denim lovers, say hello to The Hiut Denim Company.