Hiut Denim Co: Get to know the jeans brand

We recently did an Instagram giveaway with Hiut Denim, so hopefully the brand is now on your radar if they weren't already. We love working with brands that have design at their core, as well as positive social and environmental practices. Hiut have both. We spoke to Sara from the brand, who let us into their design process, inspiration and future plans.

What’s the story behind the company?

Cardigan is a small Welsh 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.

That’s why we have started The Hiut Denim Company. To bring manufacturing back home. To use all that skill on our doorstep. And to breathe new life into our town.

As one of the Grand Masters said to me when I was interviewing: “This is what I know how to do. This is what I do best.” I just sat there thinking I have to make this work.

When did you decide to create the ‘No Wash Club’?

At HIUT we encourage people to try and go as long as they can without washing their jeans. Not everyone agrees with that, but for us it makes sense for lots of reasons.

It saves a bunch of water, which makes for a more beautiful jean in how it looks, and how it takes responsibility for its impact on the planet.

As a company, we know we have a silent shareholder called Planet Earth. Yes, we can make our products in the lowest impact way that we know how. But for jeans, the biggest impact comes from us all washing them.

When you finally go to wash your jeans, you will have one of the most beautiful pair of jeans on the planet. One that is unique to you.

Where do you get inspiration for new designs?

Everything and everywhere. From the past, present and future. We are always developing new styles, searching for the most innovative and sustainable fabric and listening to the feedback.

What do you love most about working as part of the Hiut Denim team?

The team. The Grandmasters. The coffee.

Having the freedom to be as creative as possible.

Always learning. Always launching.

You’re located in rural Wales. How does this inspire your work?

Being by the coast broadens our creative ability. Calming nature, ever-changing landscape. Enhances our productivity and inspires us to push creative boundaries.

What’s the best thing about being an independent brand?...and the worst?!

The freedom, it is endless.

Any big things coming soon that you want to tell us about?

We recently launched a jean with 30% banana fibre. We have produced jeans made from paper, hemp, and plastic free - we are always looking on how we can make the most sustainable jean. We are close. There are also a few more womens styles being launched each month.

What’s your number one tip for caring for your denim?

Wear them with love, wash as little as possible. The longer you can leave a new pair of jeans without washing them, the more beautiful a pair of jeans you will have at the end of it. They will be made by us, but shaped by you, as well as helping the environment.