Howies
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Howies is a clothing company 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]
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[edit] Brand
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.
[edit] 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]
- Branding expert Mark Simmons (author) was Managing Director from 1999-2001.
- 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 December 2006 the Hieatts sold the company to The Timberland Company.[6][9]
- 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 the company at the end of October 2009.[11]
- In January 2012, Howies management team announced that they had purchased the company back and that Howies would continue to operate from Cardigan as an independent company.[12]
[edit] 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.
- ^ 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.
- ^ "On Our Own Two Feet" a howies blog post, 2012-01-06.
