Dave Hieatt has influenced advertising more since he quit.

First, with Howies.

His mail order catalogues built up more than customer base, they built up a fan base. (They're still traded on Ebay.)

Not for their clothing, for their vibe; that decent feel-good, smart, happy, morally decent, life is for living, do the right thing type voice. (Dave: Did I miss anything?)

Their writing and ideas were ripped off mercilessly by ad agencies, as reference for a tone of voice or stimulus for manifestos, or just ripped off wholesale.

One agency copied and pasted one of Dave’s pieces and used it as a manifesto for a pitch for another brand.

They won.

But were fired a few weeks later after their new client chanced upon his shiny, new manifesto in an old Howies catalogue. 

Innocent, whose brand vibe was copied continuously for a decade, were very influenced by an early trip to Howies, their random messages on their bottles being influenced by Howies random messages on clothing.

Pick up a pair of jeans and you stumble across a message inside saying ‘I stink, wash me’ or on the washing instructions tag ‘Buy land, they’re not making it anymore’.

Since he left Howies, Dave (& his wife Claire) have continued to give ad agencies stimulus via the Do Lectures and the Hiut Denim brand.

We had a great chat, hope you enjoy it.