Every season, Mercy and Wild will make a 5-piece unisex t-shirt collection around a charitable cause. They then commission an illustrator to portray their take on the theme, with 25% of the proceeds going to said charity. The shirts are “100% organic cotton, made at a small solar-powered factory in India which meets the Fair Wear Foundation standard regarding worker’s hours and pay – our t-shirts are even shipped over to us by boat to keep our Carbon Footprint low”. They use “water-based Soil Association certified inks and all waste products from the workshop are recycled where possible”.

Cardigan, a small town in Wales, has a population of around 4,000. For three decades, 400 of them made 35,000 pairs of jeans a week. Due to outsourcing, all of them lost their jobs. David Hieatt, a cardigan native, and his wife Clare intend to eventually employ all 400 of them again. Thus, Hiut Denim was created. So far they produce a line of both raw organic and Japanese selvedge denim. Due to such a high demand, they are currently not taking orders in most styles in order to work through the backlog.

They are committed to doing one thing, and doing it very well. No shirts, no accessories, just jeans. This way all of their artisans are doing exactly what they are good at, with no distractions. “We make jeans. We will only ever make jeans.”

In order to keep in line with their vision, they plan on staying independent. To keep their quality, any expansion will be slow and deliberate. They are not taking bank loans, so no debt, and only sell non-voting shares. But there is one shareholder in particular that they do keep in mind:

“We should run our business knowing that there is a silent shareholder called planet earth. And we have to keep that shareholder happy too.”

The jeans are fairly modern as well. The coin pocket has been replaced with one to fit an iPhone. Each pair comes with a unique history tag, so that you can upload pictures of your memories with them. This not only allows for you to look back at all that you’ve done in them, but should you pass them on to anyone, they too will be able to see their history.

I emailed them asking whether or not the jeans are vegan: “…labels are leather. We can make without the label. And I am sure we will do one with a paper card label one day for sure,”.