howies
howies is a clothing company originally based in Cardigan Bay, Wales. The company was founded by Clare and David Hieatt in 1995 and produces eco-friendly T-shirts, jeans and sportswear, and aims to have ethically correct practices.[1][2] howies sometimes use natural fabrics as alternatives to petrochemical-derived modern fabrics. Examples include organic cotton, Merino wool and recycled cotton.[3][4] howies T-shirts often have images or slogans with political or environmental themes.[4]
Brand and Identity
The howies brand has a strong brand identity within many UK active sports, notably mountain biking, surfing and skateboarding. This identity has been reinforced by the sponsorship of a number of athletes in these disciplines over the years. It has also generated a number of special edition products associated with the howies brand, notably with Curtis Bikes who continue to offer howies blue as a standard colour option on many of their bikes. The company is particularly well known for its t-shirt designs, many of which have become known as classic designs, notably the classic logo design as well as 9 bikes, CCTV, Life*, Blood Donor and Home Work. Many howies customers become repeat customers, possibly due to the personal nature of their catalogues and website and excellent customer service.
History
- howies was founded by Clare and David Hieatt in 1995. The name "howies" is derived from Clare's maiden name of "Howells".[3][5]
- In 2001 the company relocated from London to Wales.[6][7] The company's first proper mail order catalogue is produced.[7]
- In 2003 Levi Strauss & Co. threatened to sue howies over the placement of a logo bearing tab on the rear right buttock pocket of their jeans. The Howies Tab is grey, the Levis Tab is Red.[8]
- In November 2008 howies was cited as the 6th most 'recession-proof' company in the UK.[10]
- In September 2009, David Hieatt, one of howies' founders, mentioned on Twitter that he was due to leave howies at the end of October 2009.[11]
References
- ^ Daring to be different in a brand new way, The Guardian, 2004-05-29 Accessed on August 24, 2007.
- ^ howies mixes fun with ecology, Financial Times, 2006-03-10 Accessed on August 29, 2007.
- ^ a b "Feature.003 HOWIES", "STEAL-LIFE", January 2005. Accessed on August 23, 2007.
- ^ a b howies Interview, Issue 18, Singletrack Magazine, 2004-12-15. Accessed on August 23, 2007.
- ^ [http://www.wda.co.uk/index.cfm/opportunities_for_people/llwybro_routes/casestudies/mid_wales/howies/en11755 howies - now more than just an escape route, Llwybro-Routes, Welsh Assembly Government’s Department of Enterprise, Innovation and Networks]
- ^ a b Timberland buys 'green' company, BBC News Online, 2007-02-13 Accessed on August 24, 2007.
- ^ a b howies, Our History, Accessed on August 23, 2007.
- ^ David v Goliath battle as Welsh jeans company tells Levi's to butt out, 2003-05-03
- ^ Timberland buys howies, Inteletex, 2006-12-05 Accessed on August 24, 2007.
- ^ Stores must up their game to beat recession, 2008-11-03.
- ^ Tweet from David Hieatt, 2009-09-17.
External links