All in the Family with Hiut Denim’s David Hieatt
Hiut Denim’s backstory has family ties, but it is also about the love that exists for a local community.
Husband and wife duo David and Clare Hieatt founded Hiut Denim to bring denim manufacturing jobs back to their town of Cardigan in Wales. The town’s denim factory, which employed around 400 people and had produced about 35,000 jeans per week, closed down after three decades in 2002. Hiut Denim opened about a decade later in Cardigan, allowing local skilled denim makers to resume doing what they know best. Today, Hiut Denim’s “grand masters” only make 100 pairs of jeans per week, focusing on quality over quantity.
Hiut is not the Hieatts’ first clothing venture as a couple. Prior to founding their denim brand, the pair created eco-friendly clothing label Howies in 1995.
Carved in Blue spoke with David to get the scoop on his history with denim and what he has learned from Clare.
Carved in Blue: Tell us briefly about your business?
David: Our town used to have Britain’s biggest jeans factory. Then in 2002, it closed. And 400 world-class makers had nothing to make. We started Hiut Denim to get those jobs back.
Carved in Blue: What was your first impression of the denim business when you were younger?
David: My first impression was having posters from Wrangler and Levi’s on my bedroom wall. It got me young.
Carved in Blue: Did you always want to go into the denim business?
David: I wanted to drive a JCB dumper truck as a kid. The dream of working in the denim business would come later.
Carved in Blue: How did you start working together in denim?
David: I fell in love with denim while we did our old company Howies. That is when I discovered the geekiness of the different denims, different mills and the skills of making it. It got my attention from then on.
Carved in Blue: Do you want your children to follow in your footsteps?
David: Tough one. If it is out of love of the business, then yes. If it is out of duty, then no.
Carved in Blue: What is the best advice you’ve gotten from your wife?
David: Do one thing well. If you can do that, that is enough.
Carved in Blue: What do you think lies ahead for the denim industry in the future?
David: The relentless pursuit of lowering our impact. The blue must turn green.
Carved in Blue: What does Carved in Blue mean to you?
David: Living a creative life.