@heddels_ answers the 10@10

Hello people.

Ben here…again, good weekend?

I’m rough due to 4 days spent in Amsterdam BUT I did have a tip-top time with some lads I’ve grown up with and got to finally meet Bert aka @bvo_66, Robin aka @robindenim and Jim aka @fadedblueeyes which was awesome! We had a beer, talked denim and even got the chance to visit a raw denim heaven in the form of the awesome Tenue de Nimes Amsterdam store. The staff were incredibly friendly and they give you a beer on entry…perfect!

Anyways, I won’t ramble this evening! I sat myself in the 10@10 hot-seat last Thursday for our 1st Birthday and I did enough talking, then, for a while!! If you missed it you can read it HERE but for now I’m going to swiftly move onto the intro of our special guest that’s been gracious enough to join us here for the 10@10 this evening.

Tonight we speak to Nick Coe (Founder/Partner) of www.heddels.com. That’s right…this evening’s 10@10 brings us a story with a little difference as we get to hear how Nick goes about his day as one of the world’s leading publishers of all things denim, leather and (well) all things cool!

So, blue bloods it’s that time again…

It’s time to sit back, relax, crack open a beer and enjoy the thoughts of Mr. Nick Coe as @heddels_ answers the @clobbercalm 10@10.




NAME: Nick Coe
BRAND: Heddels
LOCATION: Edmonton, Canada
WEBSITE: www.heddels.com

1. Straight forward, please tell us, how did your company Heddels start out? (For people that don’t already know)

In the fall of 2010, I returned from a year abroad in Nanjing, China and noticed the only clothing I brought with me that wasn’t threadbare — and actually looked better than when I first bought them — was my pair of A.P.C. New Standards. I’ve always been interested in various collectibles and clothing growing up, but I found myself hooked on raw denim right then and eventually went down the digital rabbit hole on sufu, StyleForum, and other sites.

It was surprising to me that there weren’t more people into this stuff and after some time, I felt the process of learning about and getting into raw denim should be easier. At that point, there wasn’t really a dedicated outlet for the community/topic (not counting sufu) and the relevant info seemed to be either too inaccessible or unreliable. Fast forward to March 2011 and Rawr Denim was born as a comprehensive online resource for everything raw and denim.

Although the site grew steadily over the following years, we felt our, and the community’s, interests had grown as well beyond denim and into other types of clothing and materials that also improve with wear (e.g. leather boots and accessories, canvas backpacks, heavy twill pants, etc.). Unfortunately, I sort of pigeonholed us into raw denim with the name “Rawr Denim” so extending our coverage to other quality goods and materials for years to come meant a refresh of our identity.

In October 2015, we changed our named to Heddels, a play on the term “heddle” which is arguably the unsung hero of a textile loom and helps weave a strong, sturdy fabric. Just how a heddle is integral in the construction process, we hope Heddels will help people build a strong fabric of knowledge in understanding and owning clothing and goods they will want to use forever.

2. Tell us. What does a day in the life of yourself look like? What’s your daily work routine?

I almost always start the day with breakfast with my wife, Candice, and our dog, Ollie. From there, I usually read and catch up on relevant news, have daily/weekly meetings with different folks on our team and partners outside of Heddels, respond to emails, then work through my list of to-do’s organized in a project management app. I’ll take breaks too by hitting the gym or going for a run and taking Ollie for walks around the block.


3. What are your 3 most popular articles you publish? And why do you think this is?

It changes depending on the month and time of the year, but our guide to crotch blowouts and overview of leather grades are consistently strong, and our recent breakdown of welted footwear has really resonated with readers.

They may seem like somewhat basic topics compared to some of the stuff we cover, but we’re really committed to giving our readers a solid foundation so they can become more informed buyers and fans.

4. What’s your personal favourite garment when it comes to the items you have collaborated on?

We still have a lot to learn when it comes to garment collaborations — and truthfully this is more my business partner’s, David, expertise than mine! — but my personal favourite was the recent Quint Hat we made with the good dudes at Knickbocker MFG. I felt the inspiration, process, look book, and actual product came together so well…and probably a little too good to be honest. We get asked every week or two if we’ll make another run, but as are the rules of our collaborative CO-OP series, we only make a set amount and that’s it!


5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

I feel it can be a bit much at times, but overall I think it’s great. Instagram is such a visceral, user-friendly platform that you can’t deny it’s driven more interest in brands and retailers and of course helped build a more cohesive community.

6. Has IG made an impact on your business at all, do you think?

Absolutely! Many folks have told us that they follow our updates and latest articles solely through our three accounts: @heddels_ @heddels_fades and @heddels_co_op


7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?

There aren’t any feeds that I check-in on regularly, but I always enjoy seeing updates from various members in the community (such as yourself @swissjeansfreak @illbash @whaleysworld @denimdudes @volvo_sufu @longjohn_denimblog @michaelysoo @shadows_of_indigo) and of course seeing what’s going on with our Heddels fam (@deshuck @geraldortiz @oldbest @ritestuff_bryan @smith__jm @chawlie92 @bobeyjohn @janitorfrommars @d.sheridan @arthbert @reed_nelson @lamolevo).


8. A quick one about you. Other than the business, what passions do you have in life? What flicks your switch and helps you relax?

Being with family & friends, travel, running, playing or watching sports (soccer, tennis, and hockey), reading, and cooking.

9. What do you consider to be the best thing about your business and why?

I love having autonomy in my work, but that’s second to the people I’ve been fortunate to meet and know through Heddels. There are so many incredible, passionate people in this industry, each of which took a different path to end up here but stuck around because they share an affinity for goods that improve with use.

10. And Lucky Last, You’re going to be stranded on a desert island and you can take 1 outfit (4 items) only with you. And 1 choice of drink.

What would they be? And Why?

I’d probably bring what I’m wearing right now! Left Field NYC 18oz. Collect Mills Chelsea denim, NAQP 12oz. White Jersey Pocket Tee, Knickerbocker MFG 5oz. Chambray Service Shirt, and PF Flyers x The Brooklyn Circus 14oz. Military Duck Canvas Rambler Sneaker. AlI of these will last me for years and it cools down at night on the island, right?

Drink-wise, I’m bringing a cold, spicy Caesar (basically a Bloody Mary with clam juice). I used to think they were disgusting but they’re perfect on a hot day and double up as a solid hangover cure!


So there you have it. A great insight into the world of heddels.com. These guys work tirelessly to bring us all; quality content and they’re such a perfect point of reference for all things denim-related. If you haven’t already, swing by the Heddels site and get signed up to the newsletter. A daily dose of fades, new brand collections, collaborations and sale notifications. *Some of this stuff isn’t cheap and we all appreciate a bargain here and there no?*

Thanks Nick, it’s been a pleasure and I look forward to speaking to you again soon.

Now, as of THIS Thursday our ‘Men Behind…’ and ‘Women Behind…’ will be getting doubled up! Yup, we’re going to release double features on a Thursday moving forward due to the popularity of the series.

We have had so many awesome blue bloods complete the feature that it’s taking a little too long to get all their great content out there so we’re taking the decision to double up. Starting this Thursday, which sees @iamthedean and @denimbitch tell us what they are all about. We will be going from the avid RRL-sporting Dean straight over to our out-and-out raw denim sister Suzie aka @denimbitch.

Then we move onto the weekend where we introduce our first edition of the Denim Map. A project that aims to put all the best places to shop denim & leather right here in one place for your reference. But more about that on Saturday eh men??

Have a top week folks! Stay close.

Ben @clobbercalm.


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