Media June 2012

New Ethical Jeans to Be Sold in Tokyo

A husband-and-wife team behind the hugely successful ethical clothing brand Howies is set to launch a new venture designing and making high-quality premium jeans to be sold in Japan and the UK, the London Press Service reported on 17 April.

David and Clare Hieatt believe they will be the only brand in the UK manufacturing its own denim products in its own factory.

“Our key focus will be to design and make great jeans for men, develop our own brand and, in the first year, sell via a catalogue and on-line through our website. However, the business will be set up for the wholesale market, which we will be targeting in the second to third year,” David said.

The product will be a premium brand competing with the very best—while maintaining the Hieatts’ ethical standards—and will sell for £150–200 a pair and be aimed at top markets in London and Japan.