The Princess of Wales is set to travel to west Wales on Tuesday for a visit to Hiut Denim, a premium jeans manufacturer based in Cardigan that was propelled to international attention after being worn by Meghan Markle.
Kensington Palace confirmed the engagement last week, with Catherine scheduled to tour the family-run business as part of her ongoing efforts to champion British textile producers and independent enterprises.
The Welsh brand holds a notable place in recent royal fashion history, having been thrust into the global spotlight in 2018 when the Duchess of Sussex chose Hiut’s high-waisted Dina skinny jeans for an official visit to Cardiff alongside Prince Harry.
The appearance sparked what co-founder David Hieatt described as the “Meghan Markle effect”, generating a surge in demand for the company’s products.
Princess of Wales to visit Welsh brand made famous by Meghan Markle
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“In the next four weeks, we are moving into a factory that’s three times the size and we’ve hired eight new people the Meghan Markle effect is real!” Mr Hieatt told People at the time.
During her visit on Tuesday, the Princess of Wales will tour the factory, which designs and produces all its denim products in the UK, and learn about the company’s focus on sustainability and traditional craftsmanship.
She is also expected to hold discussions with chief executive Johann von Loeper.
Hiut Denim was founded in 2011 by husband-and-wife team David and Clare Hieatt with the aim of reviving Cardigan’s denim-making heritage.
Meghan Markle's denim jeans can be seen clearly in 2018
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The town was once home to Britain’s largest jeans factory, operated by Dewhirst, which employed around 400 workers in a community of just 4,000 people.
The factory closed in 2002 when production was moved offshore to Morocco, dealing a significant blow to the local economy.
Mr Hieatt previously said his ambition was to one day re-employ all 400 former machinists, whom he referred to as “Grand Masters”.
“We have the skills here, and that’s what we are fighting for,” he told People.
A close-up view of the denim jeans
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Prince Harry and Meghan Markle visited the Welsh capital in 2018
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The Princess of Wales has made British textiles a central theme of her public engagements over the past year, visiting manufacturers across the country and highlighting smaller enterprises with strong ethical foundations.
Just last week, she demonstrated her hands-on approach by weaving tartan on a loom during a visit to the Radical Weavers charity in Stirling, Scotland, accompanied by Prince William.
The Hieatts announced their departure from Hiut Denim in September 2025, with new ownership taking over the brand they built over more than a decade.