- Product story
Washed In Surf
- Our aim is to be lower impact.Hopefully we are smart enough to realise that everything we do, screws something up.
As a company, we have to realise that.
There is no perfect clothing company.
Let's be honest with ourselves and with our customers about that.
What we are doing at howies is trying to find ways to lessen that impact.
Where we are now isn't where we want to be. But that will always be the case. As a company, we should always think that we can do it better.
It's nice to do organic cotton t-shirts, but the dyeing process isn't so nice. But that is now our focus to try and find lower impact ways of doing that.
We can't say that our products are fair trade because we are not convinced that there is a trusted set of guidelines to follow. So we make no such claim until we can be sure.
That has meant we have to write our own guidelines. For a tiny company that is some undertaking. How do you measure the air quality in a factory? What chemicals are good? What chemicals are bad? How much overtihowies are reknowned for their stories, it's what thebrand was built on.Each product has to have a reason to be. All products are considered for their impact as well as visual aesthetic.David HieattCo-founder, howies
- For years we’ve searched for a way of offering different shades of our organic denim – our customers ask for lighter washes all the time (I guess there are only so many pairs of dark indigo jeans a wardrobe can take).
The truth is, we always struggled to find a process that didn't involve silly stuff like chemicals, bleach or enzyme washes, or blasting them with sand to lighten the colour – as well as being harmful, these methods can often weaken the fabric. Though these maybe the industry standard way of doing things, it's just not our way of doing things.
Then we discovered a new technique, involving nothing more than washing the denim in pure deep sea salt.
During this process, seawater from a depth of around 350 metres is pumped from Cape Muroto in Japan. From that fresh, bacteria-free water, the equally pure sea salt is extracted and used to wash the jeans. It's those coarse microscopic granules that perform the magic here, gently aggitating the fabric and slowly removing some of the indigo dye.
This wash gives the denim a lighter colour and the jeans a softer, slightly worn feel, without affecting the strength of the fabric... Naturally. Now that's more like our way of doing things.