Philosophy
MiH Jeans is a British niche brand, specializing in denim and ready-to-wear for men and women.
The CEO Chloe Lonsdale took over the company in 2006 after spotting a gap in the jeans market, offering a product with a typical European accent.
Originally called Made in Heaven, the brand was launched in 1969 by Chloe’s godfather, and her parents were crucial during denim revolution in the 70’s; in 1971 her father Tony, as known as the king of blue jeans, was the first to import denim trousers from the U.S. to UK and sold them in the legendary “Jean Machine” stores, while her mother Chekkie, a model, has been the face of the brand.
Lonsdale and her three sisters plundered their parents’ wardrobe, starting to customize jeans, jackets and skirts, showing an entrepreneurial attitude.
After graduating in Fashion Design at Central St Martin, Chloe worked as Nicole Farhi’s assistant.
In 2012, Chloe and her husband launched the brand Jean Machine, proposing high-quality casual clothing for modern men.
MiH Jeans has become one of the British iconic brand, with a great know-how in the denim manufacturing.
The brand is well-known for its quality and beautiful customized models, turning it into a lifestyle brand for men and women who love authentic details, smooth seams and moderns fits.
MiH also adds the ready-to-wear collection, offering shirts, knitwear and outerwear, with high-end fabrics and luxurious details.
Today, the brand owns offices in London and New York and more than five hundred retailers worldwide including Selfridges in London, Printemps in Paris, Saks in New York and Isetan in Japan.
The brand has quickly won over celebrities including Gwyneth Paltrow, Jennifer Lawrence and Rachel Weisz.
Designs always look for contrasts, with mannish textures,and cuts, but also oversize tops with wide necklines.
Mih draws inspiration from the 90’s, offering boyfriend jeans, oversized jackets and denim shirts, white shirts with new shapes, while tuxedo plays with androgynous cuts.
Knitwear collection is expanding with innovative items: "Leon Polo", a cropped Peruvian knit, the traditional "Guernsey", with square neckline.
Striped poncho has hidden buttons, to allow movement, while outerwear featuring the typical MiH easy style.
© Images copyright: MiH Jeans and rightful owners.
