This photo is a lie. And a future truth.

This photo is a lie. And a future truth.

I was in a meeting with our accountant this week when this photo caught my eye.

Here is its story.

It’s the front cover of B: Brand Magazine.

They do deep dives into great brands.

This one has Hiut Denim on the front cover.

Except, it hasn’t happened. Yet.

I got it mocked up and framed.

I wanted the team to know what is possible.

Our accountant can tell us what happened last year.

Our imagination can tell us what can happen next year.

The problem with business is we live too much in the ‘today.’

And don’t dream enough about tomorrow.

The posters on our wall remind us of what is possible.


David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

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