Ep. 30: How Heddels Built a 'Buy Less Buy Better' Community with Nick Coe and David Shuck

Heddels began as Rawr Denim, a blog for selvedge lovers, and has grown into one of the strongest independent voices in slow fashion. Andrew talks with founders Nick Coe and David Shuck about their philosophy of buying less, buying better, and why keeping what you already own is often the most sustainable choice.Nick shares how a pair of APC jeans started his obsession with raw denim and eventually led to building Heddels. David recalls a trip to Tokyo that opened his eyes to Japanese selvedge and set him on the path to join as partner and writer. Together, they explain how the site evolved from focusing on denim to covering anything that wears in, not out—like leather boots, canvas bags, and even cast iron pans.The conversation covers ethical sourcing, what it means to make well-made goods, and how Heddels has built a diverse, loyal audience without clickbait or outside investors.This episode is for anyone who cares about quality, sustainability, and resisting the disposable side of consumer culture. Learn more at heddels.comPlease follow us on: Instagram, Facebook, and LinkedIn.