Clare’s designs on the valley

Nov 8 2007 by Claire Rees, Rhymney Valley Express

THE founders of a fashion brand worn by environmentally-friendly celebrities say their Rhymney Valley upbringing remains the inspiration behind their world-famous business.

As eco active-wear company Howies opens its first shop in London ahead of an expected arrival in South Wales, co-owner Clare Hieatt told the Express she owes its success to home.

The 40-year-old, married to business partner David, whom she met while they grew up in Penpedairheol, said the influence was a healthy mixture of the positive and negative.

Born on Wallis Drive, where her parents still live, she took A-levels at Pontypridd College and moved to London when she was 21.

Clare then went on to work for several successful advertising agencies in the capital, forming Howies with David in 1995.

She said: “There was not a lot at the time in the Valleys and I wanted an interesting job. But things have changed a lot and I see a lot of people moving back.

“It was Thatcher’s Britain and that had a big impact on us.

“David talks a lot about the way the mining industry, the miners who didn’t get compensation, and them signing a disclaimer saying they wouldn’t sue for injury, affected his outlook.

“I know that made him angry and inspires him.”

Howies, whose clothes are worn by celebrities including Coldplay’s Chris Martin, are now regarded as one of Britain’s most ethical, worker-friendly businesses, promoting Fairtrade and even granting staff days off during sunshine.

“Being from that community has shaped the way we run our business, and about how we treat other people,” said Clare.

“There’s such a strong work ethic and we were also taught that if you want something you work for it.

“There weren’t a lot of privileged people around me when I was growing up, but there was a lot of hard work.”

And where their neighbours on Carnaby Street, home to their London store, may use airbrushed models in a studio to promote their ranges, Howies’ earthy approach can also be traced to the valley.

“We had a lot of freedom as children. We’d go out at 9am to play and be out all day on mountains in Bargoed – there was always a group of us running around, enjoying the outdoors. I encourage that with our children.”

Clare, mother to seven-year-old Stella and Tessa, aged four, says Howies plans to use the Rhymney Valley as a backdrop to a future catalogue.

Their last spring summer edition was shot on location on the River Teifi at Cardigan.

“I’m not a complete tree hugger but I’ve got a common sense attitude to the environment,” said Clare, who moved to West Wales six years ago.

“I don’t preach it, but if it’s easy to incorporate it into your life I don’t see any reason why people shouldn’t.”

Now the company, who recently sold a large share to clothing giant Timberland, have 60,000 clients on their database.

“It’s getting there,” said Clare. We are still very small in the scheme of things but we’ve got big plans.

“We’d like to do something in Cardiff, hopefully by next spring, and in Bristol eventually.”

This will mean the couple and their children have more time to visit Penpedairheol – every time they visit they stay at Clare’s parents’ home.