1. The Grand Masters

    Malcolm Gladwell wrote it takes 10,000 hours to become a Grand Master in chess. A Grand Master is someone who is capable of playing at the highest international level.

    In our town, there are people who have spent 20,000 hours, 30,000 hours, and in some cases, 40,000 hours making jeans. Their hands and eyes have been trained in the essence of making a great jean. They are the Grand Masters of denim.

    You see, we had Britain’s biggest jeans factory on our doorstep. It employed 400 people out of a town of 4,000 people. And it made 35,000 pairs of jeans each week for 3–4 decades. That’s a lot of jeans. And we all know what practice makes.

    In Cardigan, it’s hard to find someone who doesn’t know how to make jeans. If you go to the coffee shop, they used to make jeans. If you go the pub, they used to make jeans. If you learn how to drive, the driving instructor used to make jeans.

    Yes, this town knows how to make great jeans.