Storytelling Weekly – #025 Hiut Denim

Here are my dress codes for the week – 

  • Monday: Sportswear + Jean
  • Tuesday: Button-down + Jean
  • Wednesday: Sportswear + Jean
  • Thursday: Polo + Jean
  • Friday: Tee + Jean

Yeah, I wear jeans 95% of the time. But I don’t care about the brands because most jean brands are boring as hell, except for…

Hiut Denim

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

If you enjoyed this content… or you’ve read more than two of my content… you’ll want to subscribe to my newsletter, where I share how to build an eCommerce Profit Engine without spending more on ads:

👉 Click Here to get notified of future issues

Brand Introduction

Ecommerce Email Marketing - Hiut Demin Logo

Hiut Denim has an amazing “hero come back” story.

  • In 1995, David and Clare Hieatt founded Howies
    (a clothing company for outdoor enthusiasts)
  • In 2006, David and Clare sold Howies to Timberland
    (a move they both regretted)
  • In 2012, David and Clare decided to give it a second shot…

They returned to their hometown, Cardigan.

Now, if you’re like me, you’ve probably never heard of Cardigan.

Cardigan is a small town – with only 4,000 residents – on the far western edge of Wales. This little town used to be Britain’s largest jeans supplier, making 35,000 jeans a week!

But it all ended on Nov 8, 2002.

It was a cold winter day…

13°C, windy, and you could barely see the sun through the clouds.

But the gloomy weather was nothing compared to the darkness inside people’s hearts. Because the original Dewhirst factory – the bedrock of the town – was shut down that day.

This meant that 10% of the population was left without jobs.

“All my friends are there and the factory closing was like a death in the family. It will be like a funeral,” said Bridget Campbell, a machinist who worked at the factory for 16 years.

BBC News – Final shift for Dewhirst workers

So… in 2012, David and Clare started a mission:

“Get the town making jeans again.”

And the rest is history.

Storytelling Tactics

Last week, I talked about the Origin Story Email.

(aka Product of The Week Email)

This is the best weekly broadcasting strategy for e-commerce brands that have a large collection of products.


Hiut Denim is another master of this strategy.

Let’s look at one of their newsletters:

Ecommerce Email Marketing - Hiut Demin Newsletter

(source: Hiut Demin Newsletter)

When introducing a product…

Most e-commerce goes straight into the “features” – the size, the material, and the price.

Not Hiut Denim.

They started with a “behind the scenes” story at the factory. 

  • Showing you the moment – like a movie scene
  • Sharing beliefs
  • Talking about their challenges

And then…

  • Going into details about WHY they’re launching this product today


  • Secretly implanting the idea that this product is super popular
Not only do our customers love it, but it is a real hit with Team Hiut. Everyone in the office has a pair. So why is it so popular?
(this is a lot more subtle than saying, “Hey, check out our best sellers”)

Only after the reader falls in love with their product…

Then, they start introducing all the different buying options.

What a great Origin Story Email example.

Email Tip of The Week

When introducing a product, don’t go straight for the sales.

Because a red hot “Shop Now” button doesn’t automatically make people want to buy. Instead…

Help your prospects “know more” about your product first.

Go into the specific details of the creation story… 

…like you’re writing a movie scene

…so your prospects can “see” the story unfold in their mind.

(want an example? re-read my brand introduction above)


Now, if you want to create raving fans – people who love your brand because of what you stand for, not your discount.

Then you know that Origin Story Email is the best strategy.

The only question is…

Are you ready to take action?

(or will you retreat to sacrificing margin by using larger and larger discount codes)

That said, if you’re ready to implement this strategy… and you want help… then you’ll love this offer: ➜