Howies

"The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business." Welsh sportswear company Howies began twelve years ago with that big but simple message. Founder David Hieatt, along with his wife Clare, started the company as a sideline while the pair were both in advertising in London, he a copywriter at agencies like Leagas Delaney, AMV BBDO and Saatchi & Saatchi, she a copywriter-turned-art director at The Body Shop and design company Imagination. Dough from their day jobs was spent growing the business, which started with witty T-shirts advertised in the back of mountain biking magazines. Propelled by its voice?a message of earth-friendly, respectfully rebellious craftsmanship?the company reached more and more ears, and hearts, and after six years, Howies was big enough for the Hieatts to devote everything to the fledgling brand. With a percentage of profits going to an Earth tax, Howies expanded into a larger line of durable clothing made of organic cotton, denim, and recycled materials and got even more play on the backs of sponsored skateboarding, mountain bike and BMX teams. In the initial years, the fate of the company didn't always seem rosy seen through the lens of the Hieatts' re-mortgages and overdraft guarantees, but financing the business is the least of the founders' concerns now. In February Howies was bought by Timberland after courtship with several other companies and flirtations with venture capitalists. The founders continue to retain creative control and still maintain their office in Cardigan, Wales, where the Hieatts and their 30 employees focus on being "better at being Howies," as David puts it. So what does that entail? For one, continuing its pre-trendy green tradition and putting