The fit. It’s a dark art.
Published in
1 min readOct 24, 2017
It doesn’t matter how great your website is, how great your advertising is, how many people follow you on Twitter, how cool you are. If your fit sucks; you will die.
When you make jeans for a living, the Holy Grail is the fit. It’s like the caffeine in coffee, like the alcohol in beer, like the nicotine in a cigarette. Without it, you have nothing.
We spent a year working on our fits. And we only have two. The team who got our fits right have 120 years of experience.
hiutdenim.co.uk
The above was an excerpt from Hiut Denim Co. — YearBook 2. We only printed 2000. They have all sold out. But you can get a free digital version of YearBook 1 when you sign up for our newsletter here.
