Dave Hieatt of Howies

Dave Hieatt and his partner Clare set up organic clothes company Howies - aka 'Cardigan Bay's third largest clothing company'. We caught up with Dave for a chat.

We don't sell our T-shirts on the strength of being organic. We sell them on the strength that they're well made.

Dave Hieatt on quality

Why did you start the company?

We were bored of working for companies we didn't love. We quit our overpaid jobs and sold our house.

I just wanted to run a company that at least didn't add to the problems. I think companies should have more of a soul.

How green is Howies?

We're trying to run the business in what I would consider to be a normal way.

It shouldn't be ethical to run things so you don't pollute a river or you do your best not to hurt a farmer. That's not ethical - that's common sense.

The plan is to try and change some things. The energy comes from trying to run a business and be proud of it.

Dave on the driving forces behind Howies

Can business change for the better?

The people who will really change business are busy getting drunk in student bars. Lots of them aspire to the same things we do now. I'm quite optimistic.

Big companies have to pay more than just lip service to doing things right. Their brand can be tarnished overnight by stuff going on the internet.

What's your latest eco-consideration?

We've been looking into a biomass boiler. It's pretty cold now as there's no boiler in place. We dress warm. We layer up.

Friends of the Earth is trusted and doing something good - the stuff with Thom Yorke is really great.

Do you think about the future?

In your 20s you still can't see beyond the end of your own nose. Having kids changes all that. Your children are the most precious thing - you will do anything for them.

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