When you buy original denim you tend to get what you pay for. A good fit and well constructed using the best raw materials. This is what we’ve come to expect from established denim manufacturers and as I said we should do, because that’s what we’ve come to expect. However, in a industry littered with reputable brands and where as consumers we’re spoilt for choice, how can emerging independent labels compete? Well it’s quite simple really … they care.
One label that embrace this ethos are Hiut, an independent denim manufacturer based in the small coastal town of Cardigan in Wales; which little did I know has a rich history of jean making, dating back over three decades. Their philosophy is simple; ‘Do one thing well’. There’s no pissing around with t-shirts, key-rings, mugs and such like. They just make denim, that’s it, and they’re dead good at it.
My pair of 12oz organic’s arrived in the post last week and apart from their obvious quality there were a few original features that demonstrated how much these guys care about their denim and how much they care that you care about their denim.
Firstly, Hiut’s jeans are handcrafted, which results in you having wait a few weeks for them to arrive, but also kind of gives them an air of exclusivity. A bit like ‘they’re making my jeans for me, and me alone’. Secondly, on the right inside pocket is a tag stating ‘artists always sign their work’. A very personable feature. Amanda made and signed my pair, so ta Amanda I’m chuffed with them.
Finally, each pair of Hiut’s has its own unique number … you’re own number. Once your jeans have arrived you can log into the ‘History Tag section on their website and register them. Why would you do this? Well these guys believe that denim should be for life. Well, maybe not life, but for a long time and the history tag allows you to upload images of places you’ve been, people you’ve been with and the good times you’ve had in your jeans all via your unique number. The idea behind this is to give the jeans a history, a memory and hopefully a meaning.
So, in a few years when my organic’s are on their last legs I will forever have a recorded history of their life. A rather romantic notion, but very worthwhile if you ask me.
Take a trip over to Hiut’s website to learn more about how history tag works and check out their latest organic and selvedge denim collections HERE.
Finally, here’s some photo’s of me in my Hiut’s to give you an idea of the attention detail and care that goes into the making of each pair.