Hiut Denim Co-founder: 'Businesses need soul too'

Hiut Denim Co-founder: 'Businesses need soul too'

A brand on a mission

David and Clare Hieatt are serial entrepreneurs, whose clothing ventures have included the creation of howies, a highly regarded apparel company acquired by Timberland in 2006. David and Claire have just launched Hiut Denim, a challenger jeans brand on a mission.

We’re defined not by what we do, but why we do it, and for me I couldn’t work out why I was going to start this thing again.
— David Hieatt

We visit David at their factory in Cardigan Bay to hear how challengers need to think if they want to create change, and the importance of really working out your ‘Why’.


Helen is eatbigfish's chief cynic, secret idealist and reluctant entrepreneur. She can mostly be found drinking wine and eating crisps in East London pubs.