I’ve just checked their website, the “hi” in “Hiut” refers to the prices right?
It’s actually a respelling of co-founder David Hieatt’s surname. Pronounced ‘high-utt’.
Alright, it’s a surname. But a pair of jeans that set you back £230! Are they mechanical like those Wallace and Gromit ones?
No, they can’t help you walk up walls or rob a bank, but in the age of throwaway fast-fashion, when a pair of high street jeans costs about £5, Hiut Denim is standing up for permanence and quality. And using content to back up their high-value proposition.
And what content could a brand possibly produce to make me choose one pair of Hiut jeans over 46 pairs of Easy Fit Jeans from George, Asda?
Why do you want 46 pairs of blue jeans?
I’m starting a Bruce Springsteen tribute choir.
Leaving that to one side for a moment, our favourite bits of content from Hiut are the micro-stories it creates around each pair of jeans. Every piece has its own ‘history tag’ that the makers, and then the new owners, keep up to date, posting pics and updates about what has been going on in that pair of jeans’ ‘life’. One example here shows one pair’s progress from the Welsh workshop to the world of pop music.
Wow, is that Luke Sital Singh? He’s so dreamy!
That’s right, and one day if Luke’s jeans ever find their way onto the legs of a new owner, they’ll be able to use their unique history tag to trace their history. By creating these crowd-sourced stories Hiut adds a unique value to every product – reinforcing that high-end price tag.
So these are pantaloons with provenance?
Exactly. That’s not all. As well as boosting the appeal of its product, Hiut also uses content to back up the quality. ‘Workshop Wisdom’ is one of a handful of blog streams that user can access from the main Hiut site. It’s a series of Q&As with different artisans, getting their perspectives on how to create an extraordinary product. As well as bigging up these master craftsmen and women, the brand is also positioning itself in the same space as them, always quick to mention when the interviewee is one of its collaborators.
You mentioned there’s more than one blog?
Correct again. The ‘Scrapbook Chronicles’ section is a stream for curated content, sprinkled with some of the brand’s own material. Curation is a low-cost way to create and manage a content offering that is relevant to your audience, and Hiut’s particular mix showcases great creative work and offers insightful articles about entrepreneurship. Following on from that there’s a third stream, simply called ‘Blog’, that dispenses more pieces of entrepreneurial wisdom, this time straight from the minds of the brand owners.
So there are lots of regular pieces going out. What about the bigger picture?
In many respects the holy grail of content marketing is for a brand to produce something of such quality that it gains commercial viability in it’s own right. The Hiut Yearbook is just such a venture. It’s a scrapbook that recaps the year and conveys the personality of the brand. It features the products, but as Hiut’s website points out, with only two different styles available, the 144 page book devotes plenty of space to other inspirations.