This week has felt much like, shall I say, a denim dream. We’ve gotten in such a large amount of denim (jackets too!) that we can’t help but be in a state of euphoria about it. And nothing has us more excited than our very first shipment of MiH. Our initial impression upon opening the box... to. die. for. denim. Seriously, this denim line lives up to its name of ‘Britain’s most iconic denim brand.’
Founded in London in 1969, MiH was originally named ‘Made in Heaven’ with the goal of providing the most perfect-fitting, bum-enhancing, leg-lengthening jeans around. Worn by the coolest 70s icons, from Jane Birkin to Farah Fawcett, the jeans made their debut in the legendary Jean Machine stores. Owned by Tony Lonsdale (the man referred to as London’s ‘Blue Jean King’) and his denim model wife, Chekkie Maskell (the original muse for MiH), Jean Machine was the retail phenomenon credited for MiH's startup success.
“I grew up with denim in my blood. It was almost inevitable that the denim industry would be my calling.” - Chloe Lonsdale
Then in 2005, the company re-launched as MiH when Chloe Lonsdale - the goddaughter of MiH’s founder and daughter of Tony & Chekkie - spotted a gap in the denim market for beautifully tailored jeans with a cleaner, more refined look. More than 4 decades later, the brand has remained true to it’s authentic heritage by creating ultra-flattering jeans, with higher waists, in the finest quality denims. Today their original dove logo & jet front pockets make their jeans recognizable all around the world.
The Bonn. A great alternative to low-rise skinnies, this new fit by MiH combines a high rise fit with a super-slim ankle leg. And it gets better - this jean is available in a soft, stretchy, sateen denim that has been lasered to create a subtle dot pattern. So cute I can hardly stand it.
The Ellsworth. This jean’s shorter 30” matchstick leg is a modern update to the skinny jean. A perfect option for our petite customers & available in two washes, this jean will make the transition from winter to spring practically effortless.
The Marrakesh. MiH’s best-selling archive fit is a high-rise flare. Designed to elongate the leg, this jean was made for date nights & casual Fridays at work.
The Casablanca. A slightly scaled down version of the Marrakesh, this mid-rise flare features a 32.5" inseam - meaning you can wear it with flats (hooray!).
To complement their oh-so gorgeous denim, MiH has introduced a collection of beautiful shirts, luxurious tees & limited edition pieces. Our first shipment included several classic shirting pieces (great for work & play!). Everything about them - the prints, the colors, the fits - all work together to create a modern twist on the classic button-up. For us, it was love at first sight.
Now that’s you’ve been introduced properly to our newest denim line, all that’s left to do is try it! Believe me, you won’t be disappointed.