Brand Tone

Purposeful, authentic, quietly confident, humble, understated, knowledgeable, and educational. The communication is rooted in its mission and craft, avoiding corporate jargon.

Brand Values

• •Craftsmanship & Quality
• •Community
• •Sustainability & Longevity
• •Storytelling

Best Practices

• •Lead with the Purpose: Always connect the product back to the core story. Every jean is a testament to the revival of Cardigan. Frame your copy around this mission to give the product deeper meaning.
• •Speak the Language of Craft: Use authentic, specific terms like "selvedge," "raw denim," "Grand Master," and "workshop." This demonstrates expertise, builds credibility, and invites the customer into the world of the maker.
• •Embrace Understated Confidence: State your quality as a fact. Let the product, the materials, and the story do the talking. Avoid hyperbole, exclamation points, and aggressive sales language. The tone should be calm, assured, and proud.
• •Focus on "Small Stories": Tell stories about the details—the copper rivet, the specific weave of the denim, a photo of the maker's hands. These micro-narratives make the brand tangible and build an emotional connection that larger claims cannot.
• •Write for the Community: Use inclusive language like "our town," "our makers," and "our planet." Create copy that invites customers to participate, whether it’s joining the "No Wash Club," documenting their jeans' history, or simply appreciating the value of a well-made thing.

Social Perception

Artisanal, premium, ethical, purpose-driven, and authentic. Viewed as makers of high-quality, durable goods with a strong commitment to community and sustainability, fostering a cult-like and loyal following.

Copy Examples

• •A new weave from the Kuroki Mill. Cut with a steady hand in our Cardigan workshop. Sewn by a Grand Master who has been doing this for 40 years. Our new Regular Fit Japanese Selvedge is ready. We made 120 pairs. They won’t be here for long. #DoOneThingWell #MadeInWales
• •This town used to make 35,000 pairs of jeans a week. Then one day, the factory doors closed. But the skill of the 400 makers who worked there never went away. We started Hiut to bring those jobs back. To reignite the hum of the sewing machines. And to prove that doing one thing well is enough. We don't make the most jeans, we make the best we can. That's our promise to you, and to our town.
• •From the Cutting Table | The Landfill Dropout Jean is back.
• •These jeans come with free repairs for life. They're made with organic cotton in a small town in Wales. Our aim is to make something that lasts, not something that's fast. Join a quiet revolution against throwing things away. #HiutDenim
• •The deepest black we could find. This 14oz double black selvedge denim from Japan is built for the long haul. It's stiff to start, as all good things are. But with time, it will soften and mould to you, telling the story of your days. Each pair is signed by the Grand Master who made it. Your journey starts here. Do one thing well.