Clothing
Do one thing
Hiut Jeans sells only jeans
Hiut Jeans only makes jeans. The owners bought a closed factory, which made jeans for 40 years, and revived it. The business is anti ‘conquer the world’. Instead, they focus on making the best jeans.
David Hieatt started in 2012, after selling his clothing brand Howies to Timberland. He bought a closed facility Cardigan. He employed its past employees, who designed, cut and sewed jeans for 40 years. It employs 15 people. Hiut means high utility. It sells through its website, exporting to many countries. A pair of jeans may cost $300.
David said in an interview to BBC, “Without the internet we’d have been dead within 12 weeks,” he says. “But the internet has changed only everything. The internet allows us to sell direct and keep the [profit] margin… it enables us to compete.”
By focusing on one product Hiut has become a cult classic. Famous people like Meghan Markle and chef Rene Redzepi wear the jeans. It aims to employ all 400 people, which the earlier jeans maker employed.
Worth your time: Documentary on Hiut Jeans Link
