I’ve been a long-time admirer of Howies – who tongue-in-cheekily style themselves ‘Cardigan Bay’s third-biggest clothing company’. They’re right-on without being preachy or self-righteous, trying to do the right thing as far as they can by providing organic, low-impact goods. As my bulging T-shirt drawer will attest, I’ve bought plenty of stuff from them – even when I haven’t particularly needed it – just to support what they’re doing. (I’m not quite sure whether this is acceptable or not).
Howies’ copywriting is always spot on too, particularly their emails and collectable quarterly catalogue. And they use every opportunity – from labels in jeans to blogs and booklets – to spread the word. The writing is never over-chummy, but has a simple, easy-going tone of voice, which is difficult to resist. A recent wheeze is the T-shirt of the week… a limited edition by an artist or illustrator available only for seven days, and hand printed in Howies’ customised shed in deepest West Wales. Thought-provoking, smile-inducing, and seriously good-looking, they’re a regular graphic treat.