Having a feelgood story and starting off relatively small can only work in their favour. Currently they produce 4 styles of Jean. Organic Regular Fit, Organic Slim fit – using a 12oz fabric from Turkey, alongside the same two styles in a Selvedge 14oz from Kuroki Japan. They offer something unique via the ‘History Tag’. Each pair of jeans comes with a code to register on their site where, if you fancy, you can upload pictures of your denim, charting its progress from purchase. With messageboards already heaving with denim fade porn it’s not difficult to imagine this catching on. A local industry with big aims, Hiut declares “We are not here to make up the numbers. We don’t want to play small just because we have started out small. We want to change the denim industry.” We take a close look at our favourite cut, the Regular Selvedge Jean.
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