Overview

The story of Hiut Denim Co is somewhat special and everything about the company is unique, innovative and challenges convention, so  Knit developed a campaign that retained the essence of the brand to communicate the story in a retail environment.

Campaign

Hiut Denim Co, makes jeans in a town that used to have Britain’s biggest denim factory. Its’ reason to exist now is to rejuvenate jobs in the town for the master craftspeople that worked in the old factory before it closed. Each and every pair is signed by the maker in the factory. The Hiut Denim Co believes all artists should sign their work.

To tell this unique brand story Knit “tech hacked” a pair of jeans by utilising the latest innovation – conductive ink.

Knit utilised the window space in specialist jeans store Rivet & Hide, to create an installation, which allows potential customers to hear the story of the brand and the product details as they interact with different parts of the product by touching the relevant icons on the outside of the window. This is the first time that conductive ink has used through glass and as part of an in-store retail installation.

As customers walk past the store a sensor detects their proximity and a random audio sample using transducer speakers on the window encourages them to find out about the story about Hiut Jeans. For example, “Our town is making jeans again. Touch the window to find out more.”

The stylish icons which represent different parts of the brand story are painted onto the inside of the window using conductive ink, with wires on the inside of the window linking to the relevant parts of the product. Inside the pair of jeans includes various Arduino microcontroller units to control the audio samples and triggers.

The conductive ink is able to detect the change in the capacitance as the person touches the window icon, which in turn triggers the circuit to play the relevant audio sample. As well as audio, light bulbs are also triggered to switch on to create visual impact.

David Hieatt, Founder of Hiut Denim Co explains, “Our aim is to get the town making jeans again. Sentiment won’t get the town making jeans again. We will have to have ideas. Try things that haven’t been done before. We have to stand out from the crowd. Or die. So when Nick approached us about the conductive ink, we said yes. It’s a great idea. And it helps put us on the denim map.”

The installation opened on Friday 26th September and will run in the store window of Rivet & Hide, 5 Windmill St, London from September for 4 weeks.  Opening times: Monday - Friday 1200 – 1900 - Saturday 1100 – 1800.  Nearest tubes are Goodge Street & Tottenham Court Road.