In the jeans: Denim brand rebuilds local heritage

07.08.2012 Heritage : Men : Town

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.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more