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Do one thing well

We make jeans. That’s it. Nothing else. No distractions. We focus all our talents on jeans. And we are proud to say that we make some of the best jeans in the world.

Our Factory

Even before we were here, this place was making jeans. For 40 years. Making jeans is in its soul. It is in the walls. Yup, this factory has blue blood running through it. When the music is loud and the coffee is strong, The Grand Masters can only make 200 pairs of Hiut’s a week. But at the end of the day, we are here to try and make the best jeans we can and not the most jeans we can.

Denim

We work with some of the most incredible denim mills in the world to make the best jeans we can, not the most jeans we can. As always, Made in Wales.

Our town is making jeans again

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 knowhow 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.

So yes, our town is going to make jeans again.

Here goes.

Do one thing well

We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just do our best to conquer our bit of it. So each day we come in and make the best jeans we know how. Use the best quality denims. Cut them with an expert eye. And then let our ‘Grand Masters’ behind the sewing machines do the rest.

There is a great deal of satisfaction to be gained from making something well, of such superior quality that you know it is going to stand the test of time. It makes the hard work and the obsessing over each and every detail worth all the effort. That’s our reward. That’s why we stick to just making jeans. Yup, we just make jeans. That’s all folks.

Our Factory

Even before we were here, this place was making jeans. For 40 years. Making jeans is in its soul. It is in the walls. Yup, this factory has blue blood running through it.
When the music is loud and the coffee is strong, The Grand Masters can only make 200 pairs of Hiut’s a week.
But at the end of the day, we are here to try and make the best jeans we can and not the most jeans we can.

Malcolm Gladwell said it takes 10,000 hours to become a GrandMaster in Chess. Whippersnappers. Our GrandMasters have done up to 50,000 hours of making jeans. They are in the elite jean’s makers of the world. Mind you, none of them can play chess.

Our Way

The things that define you are not just the things that you do, but the things you say no to.

Saying no is focus.

We only make jeans.

We say no to anything else.

Be narrow.

Be good.

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