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Hiut Takes a Different Approach to Black Friday ‘Sale’

Hiut Denim really turned its back on Black Friday this year.

Rather than discounting and promoting sales and consumption, the Welsh brand instead had a “one-day price hike” on Nov. 25 and—with tongue firmly in cheek—offering to sell “the world’s most expensive pair of jeans” at the cost of 2 million pounds ($2.4 million in current exchange rates). The so-called promotion offered it and four limited-edition, custom-made pants ranging in price from 1 million to 195,000 pounds ($1.2 million to $235,659).

The proceeds from the “sale” of them would be used to plant 1 million trees to offset the carbon footprint of the five most polluting stores in the U.K. according to the brand.

Hiut promised free repairs for the life of the jeans and said that the trees would be “looked after forever.” It sarcastically added, “Sorry, no refunds.”

The brand’s head of press, Emma Macleod, said on Monday that none of the five jeans sold but that the campaign was an alternative to Hiut’s usual anti-Black Friday action of simply shutting down the website for the day.

Huit Denim and Lavenham have collaborated to make a reversible vests.
Hiut x Lavenham gilets Courtesy

The Cardigan-based brand also recently launched two reversal gilets, a men’s and women’s version, with Lavenham, an outerwear brand from Suffolk, England founded in 1969 that is known for its “fit for purpose” quilted jackets and vests that were initially inspired by horse blankets.

The men’s and women’s styles, priced at 225 pounds ($271) and made in the U.K. at Lavenham’s factory, feature signature fabrics from both brands. One side is made from Hiut’s heavyweight indigo denim sourced from Candiani Denim in Italy while the other has Lavenham’s 2” diamond quilted Lavenster fabric made from recycled polyester.

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Hiut describes both textiles as very durable and low impact on the environment.

The vests, based on Lavenham’s extant straight-fit Thornham silhouette, are also slightly padded for additional warmth and can be worn as an outer or mid layer depending on the weather. The layering pieces feature cord trim made from organic cotton, five of Lavenham’s “popper” buttons and Hiut’s proprietary red owl rivet.

Sizing runs from XS-XXL.

They are available on both brands’ online stores. Macleod said they are selling well with the brand’s devotees.

The release of the items marks another step in Hiut’s slight product expansion. It launched a line of men’s and women’s corduroy bottoms last month with fabric sourced from Brisbane Moss, a U.K.-based corduroy maker since 1858. It also sells items from other small batch specialty makers such as a sweatshirt from Riley Makers and a leather belt by Barnes & Moore on its webshop.

“We are committed to doing one thing well [making jeans]. And we love to collaborate and celebrate with brands that are also doing one thing well,” said Macleod about Hiut’s ethos and expansion plans.