IT STARTED
AS A SIMPLE
QUESTION.
What cotton makes the best jean in the world, and for the world?
The answer wasn’t what I expected.
But now that I know it, the answer is obvious.
First, let’s agree on this: Not all cotton is equal.
Just like not all wine is the same.
Not all olive oil is the same.
Not all coffee is the same.
So, what are the unique set of ingredients that separate the best from the rest?
The Recipe For Great Cotton.
There’s a reason some denim feels better. Lasts longer. Ages more beautifully.
It starts in the soil.
Rich.
Alive.
Not over-farmed.
Not pumped full of chemicals.
Then comes the climate.
Hot days.
Cool nights.
Just the right amount of rain.
The Goldilocks zone.
And altitude?
It slows things down.
Longer growing seasons.
Stronger fibres.
Fewer pests.
Less need for sprays.
But here’s the real secret:
Hand-picked.
Not for speed.
For quality.
Every single boll, chosen with care.
Clean.
Undamaged.
Unrushed.
Most cotton? Grown fast.
This one? Grown right.
So when you wear it, you’ll feel it.
And over time, you’ll see it.
Because greatness has a recipe.
And we follow it.
So, where does the best cotton in
the world come from?
After all this: altitude, soil, hand-harvesting, you might be wondering…
Where on earth does all of this come together?
Where is the Goldilocks zone - not too high, not too low, not too dry, not too humid?
Where is the soil rich, clean, and packed with nutrients?
Where do farmers still hand-pick each boll, preserving the fibre’s strength and purity?
The answer isn’t what I expected.
But once I knew it, I couldn’t unsee it.
The answer?
Zimbabwe.
It produces one of the most beautiful cottons on the planet.
A rare cotton that denim geeks worship.
Tomorrow, the Red Dot Opens.
Register interest to get early access to this launch.
Find out more about what the 'Red Dot' is below.
What is the Red Dot?
The Red Dot gives you the chance to reserve fabric on some of our limited edition launches before the official release date, guaranteeing that you will have a pair before they sell out.
You can Red Dot your 2.5 metres of denim as a deposit. That means it’s yours.
It acts as a reserve sign, just like on a table at a restaurant.
You then pay the remainder when they go into production.
Red Dotting your fabric guarantees you will get a pair, even if they sell out.
It works both ways.
You know you have secured yourself a pair and we can get ahead on ordering the fabric.
Less wait for you.
And less waste for us.
So, if you want to join in on the Red Dot tomorrow, sign up today to be the first to hear.
How Does the Red Dot work?
Red Dot is only open for the next 72 hours.
You pay a deposit.
This will reserve your fabric.
2.5 metres of Zimbabwe Cotton Selvedge.
Made into a pair of Hiuts especially for you.
When do I pay the balance?
We will send you an email to give you time to pay before we start cutting the Zimbabwe on the.
This is when you choose your fit and your size. And it will give you a link to pay the remaining balance.
Then all you need to do is wait for the GrandMasters to work their magic.
Sign up for 24h early access
Sign up for early access and updates from Hiut Denim. Unsubscribe anytime. Privacy