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Author Archives: ruben

The Dudes of Hazzard - 1

  • Posted by ruben
  • 17 August 2010

Joe Barnes just sent us this video from a recent trip round Europe with some mates.

Thanks, Joe. As if living in the shadow of Ben Nevis with some of the UK's best trails on your doorstep wasn't enough to make us all jealous, you've gone and made things even worse with this!

I'm just kidding. There's some beautiful stuff in episode 1 of their trip.

Part 2 to follow!

Epic story

  • Posted by ruben
  • 16 August 2010

Hollie just sent me this message she just got from one of our lovely customers -

Dear howies,

I thought you would appreciate some positive feedback on your Epic  jeans.

I popped into your shop in Cardigan while on holiday. The salesman (bit of an unfair title,  it felt more like a chat with a mate) told me all about a canoeing trip he had done wearing his Epic jeans, and generally raved about the brilliance of Epic cotton. He even sent for an assistant to come bearing glasses of water which got chucked across the jeans (and the counter) in a epic demonstration of Epic.

I bought the jeans.

The next day dawned dark and gloomy along with a planned canoe trip with the nice folks at heritage. No guesses as to what I wore . . . . . .

We had a great trip on the Teifi, and although the rain stayed away my son managed to find some interesting routes under wet low hanging branches. His paddle work was often somewhat splashy and the net result can be seen in the attached. The second picture of my dry and surprisingly clean jeans was taken a short while later

Credit where its due these jeans really are Epic (they also feel really nice and comfy). Please pass on my thanks to the man in the shop.


Glad you like the jeans and that Scott was helpful.
It's always good to hear stories about what our products get up to after they leave us!

You can find our Epic jeans online here.

Ti on trial

  • Posted by ruben
  • 16 August 2010

Over the weekend, Hicksy and I went out on the trails with Jon Heslop and my brother.

I was riding this Kingom Leigion, kindly lent to me by the guys at Kingdom Bike.

It was the first time I have ridden a titanium frame, and I liked it. After my super stiff, tank-like Chameleon it was nice to ride something a little lighter with a 120 fork and more of a bouncy personality. I caught more air over the jumps, and found more whippy lines through the tricky bits.

Check out Kingdom bike here. They're currently road tripping through Sweden with howies rider James McKnight,  giving some of their other frames a through testing on some beautiful looking trails.

Wear Stuff Out

  • Posted by ruben
  • 13 August 2010


This is Andrew('s legs) and his little boy.

He popped in today to say hi and pick up a t-shirt.

We spotted his jeans and got talking about denim.

Turns out he's been wearing the howies jeans in this picture for more than 5 years and they're still going strong.

A little frayed at the back of the hem and very faded at the knees, but no holes and still plenty tough.

Makes me proud to see that. I love our denim.

We have a new shipment coming in next week, and some fantastic new selvedge soon after that.

(5 points to whoever can name the other howies product in the shot)

Cardigan River & Food Festival

  • Posted by ruben
  • 13 August 2010

The Cardigan River and Food festival is tomorrow.

It's always a great event, with stalls of tasty local food and loads of fun stuff going on down by the river.

Scott will be running a howies stall down on the riverfront by Fforest from 12pm.

We'll be selling some great sample sale stuff with everything going for a tenner on the howies stall!

And Fforest have a lot going on with canoe taster sessions on the Teifi and bushcraft lessons on the quayside as well as barbecuing some yummy food on the quayside by the fforest / howies shops – veggies and pescatarians catered for. They will also be serving up delicious hand-made pizzas from the pizza oven on the quay all washed down with lovely local Penlon beers. Fforest cafe will be serving coffee and homemade cakes and the giant hat tipi will be up with live entertainment happening throughout the afternoon.

The quayside is also the perfect vantage point to watch what’s going on on the Teifi.

For more details of what's going on, click here.

It'll be a great day, if you're around don't miss it.

But it might rain, so bring a brolly or a jacket.

T-Shirt of the Week - Hope

  • Posted by ruben
  • 12 August 2010

This week's T-shirt of the Week is Hope

Hope is fight or flight.

Hope is that place between take off and landing.

Hope is not knowing, but doing it anyway.

Hope is a way out of a hole.

Hope is everything is gonna be alright.

Click Here for the Men's
Click Here for the Women's

Just in.. Scout hoody

  • Posted by ruben
  • 12 August 2010

As part of our women's Autumn preview, we've just got the Scout hoody in stock.

The chunky knit merino looks and feels amazing. Really cosy.

Lydia wore one on the trip to Ireland for the Autumn photoshoot and she is seen here making it look good with wellies. "It's just nice" she told me when I asked for her thoughts.

Click here for more

(Women's only, I'm afraid!)

Need Bread

  • Posted by ruben
  • 9 August 2010

When I was growing up, a lot of the bread we ate at home was made by my mum

I have a lot of good memories of great big bowls of dough rising in the kitchen and the warm smell of fresh bread seeping through the house

It's only since moving away from home that I've really appreciated how good it was to have home made bread around all the time

Mel's talk of her bread maker and the excitement about the upcoming WeeDo lecture at the Bristol shop doesn't help either

Maybe it's time I started baking my own...

Why Does The Sun Shine?

  • Posted by ruben
  • 9 August 2010

They keep predicting wind and rain on the weather.
But here in Cardigan Bay,  the sun keeps on shining.

Fingers crossed for a heat-wave August to see out the summer.
Autumn is a beautiful season, but much nicer when it comes after summer.

Here's hoping for many more long evenings on the beach
before the leaves start turning brown and the swallows start flying south.

(...but for a sneaky peek ahead at our Autumn range, click here for men and here for women... shh...)

P.S. This tune keeps getting stuck in my head.


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