51% Luddite. 49% Geek.

This week we took delivery of some of the finest Japanese selvedge.

Because we are direct to customer, we can afford to buy the best denim.

Then when you combine the best ingredients in the denim world with the skills of the GrandMasters at making jeans, that puts us among the elite makers in the world.

It is a small club of around 5 makers.

Now, the opportunity for us is to combine those old skills with the future so we can separate ourselves from the other four.

How can we use the blockchain to make our supply chain more transparent?

How can we use NFT’s to reward our best customers?

How can we tell you what fit you are just by taking a selfie?

How can we make all our customers token holders?

How can we measure the river clarity in real-time?

The good thing about being down here in West of Wales is no one really comes down for meetings.

Our commute is measured in minutes.

We are not in the cool-pack and have no interest in ever being in it.

So, we are left alone.

To play.

“The companies of the future will make the invisible and make it visible.” Ev Williams.