Cardigan based Hiut Denim now has a window display in Selfridges Oxford Street.

The display is part of Selfridges new initiative, Bright New Things.

The Bright Young Things initiative celebrates the most exciting new names in sustainable fashion, considered to be "fashioning a brighter" future by working sustainably

Cardigan's Hiut Denim is one of the nine fashion designers selected.

A spokesperson for Hiut denim said: “We're excited because Selfridges is one of the most influential Department stores in the world. And, it can help tell the world that our town is making jeans again.”

The company run by David Hieatt and his wife, Clare was set up with the desire to resurrect the denim manufacturing industry in their hometown of Cardigan.

Hiut aims to provide the best quality denims (customers can choose from 12oz Turkish organic or 14oz selvedge from Japan's Kuroki artisanal denim mill), expertly cut and sewn by the highly skilled local craftsman of Cardigan.

The company prides itself on being an ethical, independent and sustainable business.

Cardigan used to house the largest jeans factory in the UK and employed 400 people (that's 1 in 10 of the towns population).

Then in 2001 it shut up shop and moved to cheaper shores. Hiut Denim's purpose is to get those 400 people back doing what they know best.

Making jeans to last from best quality denims, expertly cut and sewn by the highly skilled local craftsmen of Cardigan.

Hiut Denim now is run at a Parc Teifi factory. The jeans they make are sold all over the world and are worn by a range of celebrities.

Just some of these include bands like the Arctic Monkeys, the Manic Street Preachers and the Stranglers.