FASHION
MiH Jeans is one of Britain’s most iconic
denim brands. Founded in Chelsea in 1969, it was
originally named ‘Made in Heaven’ with the goal of
providing the most perfect- fitting, bum-enhancing, leg-lengthening jeans
around. In 2005, the label was re-launched as MiH Jeans by Chloe Lonsdale - goddaughter of the original
founder - who spotted a gap in the market for beautifully
tailored jeans with a cleaner, more sophisticated aesthetic.
Referencing their vintage archive, MiH has stayed true to its authentic heritage by creating subtle, understated jeans in the finest denims, with higher waists, the iconic dove logo and minimal detailing. Te range is complemented by beautiful shirting, luxurious tees and a capsule collection of carefully considered pieces in limited runs.
THE DEFINITIVE BRITISH DENIM BRAND
MiH’s vintage-inspired styling and super- flattering fits have made them a front row favourite. Worn by the coolest 70s icons from Jane Birkin to Farrah Fawcett, today their celebrity following includes the likes of Gwyneth Paltrow, Jessica Alba and Rachel Weisz.
MiH is an ever-growing brand, with offices in London and New York, and over 500 stockists worldwide including Harrods and Matches in London, Le Bon Marche in Paris, Barneys NYC and United Arrows in Japan, as well as
NET-A-PORTER.COM and other luxury online retailers. In March 2012, MiH’s brother brand Jean Machine was launched, a concise collection of jeans for the modern man with an understated approach to style.
MiH Jeans is one of Britain’s most iconic denim brands. Founded in Chelsea in 1969, it was originally named ‘Made in Heaven’ with the goal of providing the most perfect-fitting, bum-enhancing, leg-lengthening jeans around. In 2005, the label was re-launched as MiH Jeans by Chloe Lonsdale - goddaughter of the original founder - who spotted a gap in the market for beautifully tailored jeans with a cleaner, more sophisticated aesthetic.
Referencing their vintage archive, MiH has stayed true to its authentic heritage by creating subtle, understated jeans in the finest denims, with higher waists, the iconic dove logo and minimal detailing. The range is complemented by beautiful shirting, luxurious tees and a capsule collection of carefully considered pieces in limited runs.
MiH’s vintage-inspired styling and super-flattering fits have
made them a front row favourite. Worn by the coolest 70s icons from Jane Birkin to Farrah Fawcett, today their celebrity following includes the likes of Gwyneth Paltrow, Jessica Alba and Rachel Weisz.
DESTINED FOR DENIM
Tony & Chekkie Lonsdale, Chloe’s parents, in their first denim store on London’s Kings Road, 1971.
MiH is an ever-growing brand, with offices in London and New York, and over 500 stockists worldwide including Harrods and Matches in London, Le Bon Marche in Paris, Barneys NYC and United Arrows in Japan, as well as
NET-A-PORTER.COM and other luxury online retailers.
Chloe Lonsdale, Founder and Creative Director of MiH Jeans, has jeans quite literally in her genes.
In March 2012, MiH’s brother brand Jean Machine was launched, a concise collection of jeans for the modern man with an understated approach to style. Find out more at
www.thejeanmachine.co.uk.
WWW.MiH-JEANS.COM For further enquiries, please contact:
SUSAN WYLIE Global Head of Public Relations +44 (0) 207 349 9030
susan@mih-jeans.com
In the 1970s, her father Tony Lonsdale, known as the ‘Blue Jean King’, set up the legendary Jean Machine stores - the first in the UK to import US denim - while her model mother, Chekkie Maskell, was the face of iconic British jeans brand Made in Heaven (owned by Chloe’s godfather
M i H JEANS The Studios 186 Shepherds Bush Road London W6 7NL
www.r-magazine.co.uk 19
Tony O’Gorman). Chloe’s childhood was entirely dominated by denim. Growing up, she and her three sisters would often raid trunks of old jeans in the attic and fashion them into whole new wardrobes of customized jackets and skirts, showing an early entrepreneurial streak by selling the surplus to school friends. Watching her parents lead the denim revolution, Chloe always knew that she wanted to follow in their footsteps. After completing a degree in Fashion Design at Central St Martins College of Art & Design, followed by a stint at Nicole Farhi, Chloe spotted a gap in the market for jeans with a more sophisticated, European aesthetic and in 2005 re-launched her godfather’s Made in Heaven label as MiH Jeans. Since then, she has realised her ambition with an ever- growing global brand, offices in London and New York, and over 500 stockists worldwide.
With one thriving business under her belt, Chloe now intends to revolutionise the men’s denim market with the recently re-launched Jean Machine, a concise collection of jeans for the modern man with an understated approach to style.
M i H JEANS The Studios
186 Shepherds Bush Road London W6 7NL
www.mih-jeans.com
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