Thursday, 5 September 2013

Do One Thing Well - The Hiut Jeans Story

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.
Where more perfect a place for Hiut jeans to start their company.  To bring manufacturing back home. To use all that skill on their doorstep. And to breathe new life into their town.

They have just two types of denim.

Organic denim. It’s a beautiful unwashed 12oz denim from a great mill in Turkey. Hard wearing too. Just so you know, they are in organic denim forever. But preferably longer.

Selvedge is an investment. Theirs is from Kuroki, the artisanal Japanese denim mill. This denim is hand dipped ten times with natural indigo to give it its deep blue colour. Unwashed 14oz.

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

Raw denim is best given a good six months before washing. The longer you can leave it, the better your jeans will look.
The reason for that is the indigo will have worn off in places where you make natural creases. Just by sitting down, putting your phone in and out of your pockets, your hands in your pockets. All these daily little things will help make your jeans look great.
When it comes to the big day, the indigo will fade where you have made those little creases to reveal the contrasts that give it the well worn look.
If you wash your jeans too early, the indigo will wash off uniformly so it will give an even, dark indigo colour which means the magic will have gone.

Like anything in life, there are no short cuts.

Hiut jeans are an in-store exclusive for now, so pop down to Gatsby Menswear now, or email to reserve your pair in slim or regular fit.

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