Hiut: Jeans that write history

The last thing the world needs is another jeans brand. Isn’t it? With so many companies competing in so many different ways – price, name, heritage, exclusivity  – you better have something pretty special to bring to the market…

When David Hieatt opened the proceedings at the Firestarters event at Google the other evening, he told us that a new jeans brand was exactly what he was building.