Why Organic Cotton Matters.
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- presents -


Hi Abi, 

How you start defines you.

It tells the world this is why you are here.

You have laid down your marker.

This is us.

This is our way.

In 2012, we launched our organic jean.

Our OG.

It had taken us over a year to develop and perfect.

Everything had to be right.

We had visited mills. We had visited trade stand after trade stand. We said no a lot.

We didn’t want to pick a denim for a season but a decade.

Or two. Or three.

Finally, we found an unwashed 12oz organic denim.

It was strong, but not too heavy.

It would last.

And it was made from organic cotton.

It was love.

The only thing that mattered was everything. 

The details mattered. Every single one.

Every darn stitch.

The pocket lining we chose was super tough ecru twill but without being super bulky. Subtle design detailing throughout. We didn’t want to stand out. We didn’t want to blend in either.

The back pocket was internally lined with ecru twill for extra strength.

The original coin pocket was designed to fit an iPhone. (But that was before the Max arrived).

The pocket edge seams were bound for a stronger and cleaner finish. It had copper rivets throughout.

Plus, one signature red 'owl' rivet on the back pocket. A classic button fly.

The key stress points were bar-tacked for extra strength. The hems were chain stitched. This creates a roping effect which results in that traditional rippling on the hem that we all love. Geeky, I know.

100% organic cotton. 

The ugly truth about cotton is it takes a lot of water to cultivate. 

And most conventional farmers use lots of insecticides and pesticides. That's because it is a difficult crop to cultivate.

The cotton crop takes 2.4% of the world’s cultivated land but uses 6% of the world’s pesticides. It takes 16% of the world’s insecticides. That is more than any other crop.


Once you dig a bit deeper into how cotton is grown, you quickly realise you can do one of two things.

One: turn a blind eye or two: use organic cotton. 

And yes, it costs more in financial terms. Organic cotton costs more. No way around it.

But the soil erosion is less; the global warming potential is less; blue water consumption is less; primary energy use is less.

And oh, you are not wearing a bunch of chemicals next to your skin. The Grandmasters hands can even tell the difference.


We live on a planet with limited resources but a seemingly unlimited appetite for consuming more and more.

Our best answer as a company is to make things that last.

Buy Less. But better.

Our quest is to find the lowest impact way of making things. But let's not kid anyone; we can do more.

Right now, around 75% of our denim is organic cotton. Yup, we can do better than that.

I hope we always have that itch.

A word about topsoil.

That 30cm of earth is important.               

That is the part that provides most of the nourishment for crops.

A teaspoon of soil can contain more organisms than there are people on the planet.

There’s a lot going on.

It takes thousands of years to form an inch of topsoil.

Stanford University estimates that we are now losing about 1 percent of our topsoil every year to erosion, most of which is caused by agriculture.

You don’t have to be that good at maths to work out the clock is ticking.

The cost of cheap cotton.

When we made the decision to use organic denim, we knew it would mean our jeans would sell at a premium.

Organic cotton just costs more. And, in the last couple of years, a lot more.

But our quest is to be the lowest impact we can, not the cheapest we can.

As I do more and more research into topsoil, the true cost of cheap cotton keeps prying on mind.

As makers, as customers, we can't look the other way.

I know we must do more. We are not off the hook. Not by a long way.

You challenge us daily to get better.

Please, never stop.

What else can we do?

It takes a lot of energy to grow and manufacture our jeans.

But the most energy, the most water, comes from ironing and washing our jeans.

One load of washing takes 40 gallons.

That adds up over a jean’s lifetime.

Join the NO WASH CLUB.

Three months.

Six months.

One year.

A little can do a lot.

The greenest jean is the one you never wash. And when the big day comes to wash them, every wrinkle you put in them will be there.

At that point, they will every inch be your jean.

Your OG's.


Best from the west, 

David Hieatt

P.S. Our factory is open for the next two weeks for you to come and have a look and try on some OG's.


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

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