Where the runway meets the street

Hiut Denim, a newcomer from Wales, aims to create a great pair of jeans but also revitalise the denim making industry that was once so integral to the town of Cardigan. “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 know-how remained. Without any way of showing the world what they could do.” With the foundations already present and the interest in good quality jeans at a boiling over high, the time seemed right to kick the industry off once again.

Having a feelgood story and starting off relatively small can only work in their favour. Currently they produce 4 styles of Jean. Organic Regular Fit, Organic Slim fit – using a 12oz fabric from Turkey, alongside the same two styles in a Selvedge 14oz from Kuroki Japan. They offer something unique via the ‘History Tag’. Each pair of jeans comes with a code to register on their site where, if you fancy, you can upload pictures of your denim, charting its progress from purchase. With messageboards already heaving with denim fade porn it’s not difficult to imagine this catching on. A local industry with big aims, Hiut declares “We are not here to make up the numbers. We don’t want to play small just because we have started out small. We want to change the denim industry.” We take a close look at our favourite cut, the Regular Selvedge Jean.

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