In the jeans: Denim brand rebuilds local heritage

Cardigan, Wales – For more than 30 years, the town of Cardigan in Wales was home to Britain’s biggest jeans factory. But in 2001, the plant closed after its biggest customer outsourced production to Morocco, leaving 400 locals without jobs.

To bring jeans manufacturing back to Cardigan and to make use of the skills of local artisans, the founder of ethical clothing label Howies launched men’s denim brand Hiut Denim Company.

Drawing inspiration from Cardigan’s heritage, each garment in the collection is given its own unique History Tag number. When a consumer buys a pair of jeans, he or she inserts the number into the Hiut Denim website and is shown how that pair of jeans was made. Consumers can then add to the history by sharing images of themselves wearing the jeans.

Consumers prefer products that have a sense of history. To find out more, read our Rebuilt Heritage microtrend.