HIUT DENIM CO.

- presents -

FACTORY TALK

Hi there,

Most people have heard of organic cotton by now.

But not many know where it comes from. Or what it really means.

And fewer still know there's something better.

It's called regenerative agriculture.

It doesn't just "do less harm."

It actually heals the soil. Draws carbon back in.

Gives more than it takes.

That matters. To the planet. To the farmers. To all of us.

Because if we want to keep making jeans for a long time, we need the land to stay healthy for a long time too.

So we're working with Candiani. The greenest denim mill in the blue world, to do just that.

We've got our hands on something special: denim made from Regenagri cotton.

It comes in three timeless fabrics: Ecru. Black. Indigo.

Hard to get. Easy to wear. Good for the future.

And this isn't a limited run.

It's part of our core collection now.

Here to stay.

And we're really proud of that.

David Hieatt,
Co-Founder.

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Quick Backstory.

Organic cotton makes up only 0.95% of all the cotton produced globally.

Yet, if you think about how many brands claim to use organic cotton in the industry.

Hmmm.

I only got a C grade in Maths, but something does not add up here.

The good news is customers are smart, and trust is the hardest thing to get, and the quickest thing to lose.

Never stand still.

Our challenge is to make everything as transparent as possible. We are proud of the suppliers that supply us with our denim. They are all on our website.

(Our website will be getting a lot of love this year. It will become an open resource for everything we do.)

My 'Journey of a carrot' piece in an old howies catalogue inspired Patagonia to do their 'Footprint Chronicles' that maps out their supply chain.

That is something to aim for. And, to take it to another level.

What is the next level?

Our ethos is to get better each day.

That is why working with Candiani on 'RegenAgri Cotton' is a big deal.

You see, they are pioneers. They are changing the blue world of denim and making the entire industry more responsible for what we all make, and our impact.

The good news for us, they want to work with us.

The even better news is they've achieved the first 'Regen Agri' cotton denim.

We're lucky to be given access to some of the first production of this fabric.

As Alberto says "We believe in a future where regeneratively grown cotton is the industry standard."

Here's to that.

Ok, what the heck is ReGenAgri?

Good question.

Regen is short for 'Regenerative Agriculture.'

Gulp.

Yup, it is a mouthful to say.

But don't let the terminology defeat you.

ReGenAgri simply means farming that benefits THE SOIL.

Minimising or removing the bad stuff - pesticides and fertilisers.

It means better management of water.

And ultimately, to improve the health and resilience of the whole ecosystem. And so, helping to reduce greenhouse emissions.

It is the opposite of mono-crops.

ReGenAgri seeks to improve biodiversity (that's the variety of all different kinds of life you'll find in one area).

At the moment, there are 480,667 hectares of land under 'Regenagri.'

There's work to do.

And we're committed to helping our suppliers get there.

To produce the lowest impact jean we know how.

Our recipe to achieve that consists of using the lowest-impact denim.

And this...this denim does just that.

The regenerative agriculture movement is reviving.

It's a movement which can help restore ecologies.

Fight climate change.

Rebuild relationships.

Spark economic development.

It aims to support farms and organisations across the supply chain.

To use regenerative farming techniques to restore natural ecosystem function.

In short, keep the top soil where it belongs.

Come rain or shine.

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Details Matter.

100% ReGenAgri cotton.

Available in indigo, ecru and black

From £240.

Shipping in June.

Free repairs for life.

As always, Made in Wales.

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Hiut Denim Co, The Old Jeans Factory, Bath House Road, Cardigan, SA43 1JY

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Thank you for being part of the Hiut Denim family! We are dedicated to one thing and one thing only: making jeans. That's it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just do our best to conquer our bit of it. So each day we come in and make the best jeans we know how. Use the best quality denims. Cut them with an expert eye. And then let our 'Grand Masters' behind the sewing machines do the rest.

There is a great deal of satisfaction to be gained from making something well, of such superior quality that you know it is going to stand the test of time. It makes the hard work and the obsessing over each and every detail worth all the effort. That's our reward. That's why we stick to just making jeans. Yup, we just make jeans. That's all folks.

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