I was recently introduced to a DTC denim brand Hiut, based in Wales. They are a craft brand that has not only a very cool narrative but makes a high quality product. I bought my first pair of Japanese Selvedge from them that does require some hard break-in, but anything worth having is not easy to get. I am a nerd for brand experience and how brands envelop you in what they do from the first click to receiving the package and post-purchase engagement. I especially like attention to detail and breaking the status quo in the personality and tone. Hiut does an amazing job in all of their platforms to communicate their core ethos in a consistent, different way that speaks to me as a human and consumer.

I also love their scarcity strategy in only making short runs with hand-numbering. This slow-growth strategy for a DTC brand is unique and usually not the case where most are seeking instant scale. I both want them to be more accessible at retail but also keep their underground approach. I am sure I will buy more once I break in the pair I just received.