Howells.

As a self-proclaimed non-fashion expert, I sure am writing quite a lot about fashion today. But I just wanted to quickly talk about my new jeans, by Hiut.

It’s a new company, created by Howies founders David and Clare Hieatt, based in Cardigan. Cardigan used to be home to Dewhirst–a clothing company–which laid off 400 after its plant was moved to Morocco. All the talent and experience of making jeans laid dormant.

David hired three as denim grand masters, and now create jeans in two styles. I picked the Organic Denim slim fit, and they are superb: really fine quality and a great fit.

The product itself is just one part of the company’s broader story, which is thoroughly documented on their site and via the blog which is carefully written by David himself. The imagery used feels as homely as the brand feels, and the wording throughout is transparent and honest.

And a nice touch is the idea of a HistoryTag. I just logged my pair of jeans, and behold there are pictures of them being created (by Elin, who signed the inside).

I’m excited by the company and I’m looking forward to picking up another pair soon.

☛