Hiut do “one thing and one thing well”, they make jeans. “When the music is loud and the coffee is strong” a handful of Grand Masters can make 100 pairs of jeans a week in their factory in a small town on the West coast of Wales.
Hiut is a unique company born out of the vision of founders David and Clare Hieatt, to start a new jeans company by utilising the skills of the folk in Cardigan who worked at the UK’s largest jeans factory before it closed down. Each pair of jeans is hand made and signed by a Grand Master. Hiut also has a policy, “you can’t make great jeans without good music” which formed the core thought of Knit’s response to the brief.
Joint founder David Hieatt explains “We wanted to develop something that further connected our Grand Masters with our customers, so we set Knit the brief.”
Hiut’s customers are the creative community, such as designers, hackers, tinkerers, artists, film-makers and agency folk worldwide, people with a passion for craft and the growing trend in specialist denim. The design and manufacture process, along with the story of Hiut is one which resonates with this community, and the brand has built a strong group of advocates since launch in 2009.
Hiut Music is a jukebox powered by Twitter and situated in the Hiut Factory. Hiut fans anywhere in the world request a track with a simple tweet including; "#hiutmuisc”, the artist name, track title, and ensuring location is turned on. This will be instantly detected and added to the playlist.
Hiut Music has a display that illuminates whenever there is a request. The location of the tweet is represented as the colour of the illumination. The further away the origin of the tweet, the warmer the colour of the display. For example the display would illuminate white when it receives a request from the factory, or red if it receives a request from New Zealand.
Grand Masters in the factory can favourite tracks using the ‘save’ button. This saves the track to the 'favourites playlist’ and posts a tweet from the @hiutmusic Twitter account. Grandmasters can also skip a track using the ‘skip’ button.
Hiut Music also has an online interface. This displays the track history and visualises the Twitter data as a live infographic. The current track, what’s “up next" and the entire track history are displayed as well as when they were played and if they were saved or skipped. Every Twitter request, including location can be explored through various visualisations enabling users to explore the history of requests.
David Hieatt explains, “We’d like our customers to help us make jeans by simply tweeting track requests. Using #HiutMusic the artist and song title within the tweet (for example #HiutMusic The Arctic Monkeys R U Mine).
How it works...
Hiut Music uses a Raspberry Pi model B, in conjunction with an Arduino Nano microcontroller. The website (hiutmusic.co.uk) processes the Twitter requests and pushes tracks to Hiut Music using the Spotify APi. The Raspberry Pi runs an app that communicates with the website and streams the tracks. The Arduino is used to control the display (made up of Neopxel LEDs) and handles the touch sensor buttons and volume control (potentiometer).
For more information or press enquiries, please contact Nick.Thompson@weareknit.co.uk