A 21st Century Green Ideology Denim Jeans Label
Hiut Denim is an aspiring new British label that has a strong point of view. The company believes that denim jeans can be more than just a piece of clothing; in fact it is your unique history track, your album of memories that will continue its journey through time. These pants won’t burden the junk yard as they shall never be abandoned or thrown away. They will find ways in second hand sales and charity shops or even eBay in order to find new owners to continue the life long history tag. It is exciting to see a brand that has such a strong emphasis on the durability and quality of their products and, most importantly, the whole company including workers. Hiut Denim takes inspiration from the old days when sourcing and production was still based in the UK. Cardigan is the town where it all began. A small town that had a factory where at least 35,000 pairs of jeans were made every week. However, the factory was later closed down as the economy took a downturn, which caused the workers to lose their jobs. Hiut Denim has now woken up the old times’ skills and knowledge that still remains in the town of Cardigan.
A Truly Ethical and Ecological Brand
In their user manual they consider carefully what it is to be a truly ethical and ecological brand. Their number one rule is to watch every penny; the second to have no debt; the third to keep a small number of shareholders; the fourth to have two type of shares but only one type of shareholder; the fifth to put the money in front of the customer; the sixth to tell the whole story; the seventh to monthly report; the eighth to do something you love; the ninth to have a purpose that gives you drive; the tenth to have ideas that change things; the eleventh to do one thing well; the twelfth to judge the business over the long term as early years are never easy.
The brand also concluded that they should stay independent, the staff should feel that the job that they do is important and that they should feel proud of what they do for a living. Another great insight is reminding employees to have fun at work every day. One of the most important points in their user manual is a simple sentence: “Don’t be average, life is short”. It is clear that the brand seems to know where they are coming from and where the brand is heading to. It is lovely to see such a quintessentially British brand respecting the old times in order to thrive in an ever competitive fashion business.
The business case for the brand is interesting and refreshing. A pair of jeans will come with a unique number that is then used in the registration process on the History Tag website where images can be uploaded to save all your personal memories. Hiut Denim compares History Tag to a blank iPod: the more content is added the more exciting and interesting it gets. The finder of the jeans will then be able to look into the memories of the previous owner. Track the story of your clothes and make their past as precious as the processes of their making – what a great idea!
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