David Hieatt


David Hieatt is an entrepreneur who brought jeans manufacturing back to Cardigan in Wales, rekindling local skills and creating the cult label, Hiut Denim Co. Not content with this, he is also co-founder of The Do Lectures—a bi-annual get together in rural Wales of innovative thinkers focused around doing rather than thinking–and sits at the heart of a digital network of makers and do-ers.

Entrepreneur David Hieatt talks about his contribution to CONTAINER #1:Hot&cold and his feelings about the value of real things


Story of resin-soaked pitch pine, wrapped around the sticks themselves


205 x 40 x 50 mm

Resin impregnated pitch pine, kraft paper, jute string, screen-printed, laminated, assembled

Created exclusively for CONTAINER #1:Hot&Cold in an edition of 200


John Willshire introduced me to David, who I’d heard of, through both his first venture, Howies and his current enterprise to bring jeans manufacture to Cardigan in West Wales, Hiut Denim.

David’s approach was probably the most laid-back of all the contributors. He sent me a picture and some exquisite words about the resin-soaked firewood together with a link to buy them from Orvis, the American outdoor retailer, of all people. He wanted them wrapped in an orange jute string and sent a link to that too. In a very succinct email exchange, we arrived at the solution of printing on brown paper and wrapping the sticks with David’s words and the piece sort of created itself.

It was always going to be three things: wood, string, paper

Of course, I did worry has we headed into Spring that we might not get hold of firewood in May or June, and indeed I was right, Orvis sold out but as ever a nice chap on eBay kept some back for me while I figured out who was going to put them together.

The biggest challenge came from the wooden sticks being different sizes. We wanted the words to be visible all the way around and to show the credit at the bottom of the sheet. So, we tested different size sticks to get the size right and then had to make a call on some of them having four and some having five sticks depending on how thick the sticks were. As it turned out, the string covered most of the words, so it’s doubtful anybody would notice.

Misleading paper samples

Misleading paper samples

We made a couple errors on this one. #1. I showed David some samples of laminated un-ribbed Kraft paper to choose from without checking that it was only available by the lorry-load. Thus ensued a thankless and pointless ring-around of packaging suppliers in the off chance of discovering some unused remnant. Unsurprisingly, that didn’t work, so we found some un-ribbed kraft paper, which is usually used for lining boxes as it has little strength. We printed on that and then laminated it. We still had to buy a whole roll and used about 1% of it, but it was better than a lorry load.



Gaff #2 was real rookie stuff. We’d created the artwork for the sheets and forgotten to specify and point out the finished size as being an odd-ball size (having taken so long to determine it). I wasn’t entirely sure whether it was set up wrong or converted to PDF wrong or some other cause, but I knew it was wrong when it showed up as A4. So, that got re-printed.