Free shipping worldwide 26-30 August

M.i.h Jeans launch their first ever retail space with a pop-up concept store in Soho, London, during the month of May. The pop-up marks M.i.h’s 10-year anniversary and the launch of the Cult Denim Project, a limited run of 10 cult pieces re-released from the M.i.h denim archives.


A carefully curated, dynamic group of collaborators have been selected to contribute key elements, from scent to furniture, creating a fully immersive retail experience which encapsulates the M.i.h blue-jean spirit.




The store’s retail fit has been designed by award winning designers Matteo Fogale and Laetitia de Allegri using a playful, unexpected approach to shape, colour and material, whilst a commissioned 70s print by illustrator Nicholas Burrows features across an entire wall. An exterior floral installation has been designed by Silka Rittson-Thomas of the TukTuk Flower Studio to complement a selection
of vintage furniture, hand-picked by M.i.h founder Chloe Lonsdale.




For scent, M.i.h have collaborated with LA candle brand Le Feu de L’eau to create a bespoke indigo candle, made using a revitalised 60s method of underwater candle-making. These will be sold alongside a curated capsule collection of retro, round-framed sunglasses with mirrored lenses from New York brand Illesteva.


A selection of fun, 70s style iron-on patches will available exclusively in-store and can be applied by M.i.h denim experts at the patch bar, where denim can also be custom-cut into frayed and stepped hems. Staff will be dressed in head-to-toe M.i.h with shoes supplied by Converse and clogs from New York label No.6.




Open 30 April – 23 May 2016

7 Upper James Street, London, W1F 9DH


Monday – Saturday: 11-7pm

Thursday: 11-9pm

Sunday: Closed


Shop the pop-up collection online here.

A collaboration between two like-minded brands with roots in 60s and 70s underground culture.


To mark their 10 year anniversary and the launch of the Cult Denim Project capsule collection, M.i.h Jeans have collaborated with LA brand Le Feu de L'eau to create an exclusive scented candle.




Founded in LA by Jo Strettell and Wendy Polish in 2011, Le Feu de L'eau translates as ‘The Fire Of The Water’. Reviving a technique invented by Wendy’s father in the 1960s, candles are sculpted underwater with a high temperature wax for a completely unique shape. Colours are hand mixed and fragrances are custom blended into a soy wax filling. Named ‘Bleu Nuit’, the limited edition candle is scented with black and red currant, and coloured with a bespoke indigo dye. 



Available at, and the M.i.h Jeans pop-up concept store at 7 Upper James Street, London, W1F 9DH.

By Olivia Singer


The 70s is an era that colours everything from M.i.h’s blue-jean aesthetic to its free-spirited energy: it’s the period during which its style references are rooted, and where its visuals find their beginnings. Now, a new evolution of the decade’s iconic visual codes is also informing the spatial identity of their shop fits installed in retail spaces such as Liberty London. 




However, rather than rooting the spaces in overwrought nostalgia, M.i.h have partnered with award-winning designers Laetitia de Allegri and Matteo Fogale to interpret the era’s references in a modern, spirited way. The playfulness of 70s design resounds throughout each of the spaces – channeled through everything from the palette of sunshine yellows and oceanic blues, to the geometric abstraction of the furniture, and the recycled yoghurt pots and denims that comprise the materials. As Allegri and Fogale explained, “we were drawn to the freshness and lightness of the brand - and that is what we tried to express with our design.”


“We looked at the history of the brand, and its images and lookbooks,” they continued, “but we also explored the idea of water as inspiration, something that is constantly moving.” Reflecting this, the shopfits are dynamic; there is a constant sense of flow and movement throughout each. 




Installed against the smooth, resinated finishes and sculptural geometry are textural organic materials: beech, oak and brass. “Our clothes embody a playful free spirit, combined with a denim-authentic attitude” explains M.i.h founder Chloe Lonsdale. “Now, our shopfits reference this with pops of 70s-inspired colour, combined with elevated natural materials – it’s that combination that reflects the balance of the brand.” It is this dichotomy, of placing the natural alongside the man-made, which brings a new experiential element to the spaces: they are accessible and familiar, they feel lived-in but fresh. It is 70s spirit for the modern woman: an immersive and impactful realisation of the M.i.h aesthetic. 


The shopfits can be visited at M.i.h concessions in Liberty, Selfridges and Fenwick in London, plus Høyer Egertorget, Sjølyst and Tatler in Oslo.


Olivia Singer is the Fashion Features Editor of

By Olivia Singer


Over recent years, the fashion industry’s understanding of sustainability has skyrocketed, and brands across the globe are approaching their modes of production with an understanding of their broader impact front and centre. The human cost of producing garments outside of stringent labour laws is literally devastating, and the environmental repercussions of fast-fashion industrial manufacturing is being seen on a global scale (the clothing industry is the second largest polluter in the world, second only to oil). Whether it’s through brands launching digital platforms to communicate transparency, or simply having a rigorous understanding of every step of their supply chain, careless consumption is no longer on trend. Brands like Maiyet, Everlane and M.i.h Jeans are pioneering a new mode of luxury, celebrating the longevity of the pieces they produce, and examining the methods and materials used to make them.



M.i.h have been longstanding advocates of ethical sustainability, through their collaboration with denim washing companies that minimise water waste and focusing garment production in EU countries. Denims used are produced in mills that adhere to the standards of the Better Cotton Initiative and account for the social impact of production alongside the environmental. Above all, they know where their materials are coming from: they directly source their fabrics, and make efforts to reduce their carbon footprint at every stage of manufacture.


This ethical awareness has now extended beyond their garments and into the domain of their retail spaces, with the component materials that comprise new shopfits. To that end, M.i.h have enlisted award-winning designers Matteo Fogale and Laetitia de Allegri, a duo whose innovative understanding of eco-conscious aesthetics and materials aligns seamlessly with their vision.



“We like materials a lot” explained Fogale and de Allegri, “and we are always interested in new, recycled materials that challenge traditional finishes.” Perhaps the best example of this is seen through the recycled yoghurt pots (pictured above) that comprise one of the key components of their new store designs: “it straight away caught our attention because of the details on it; it looks almost like a terrazzo stone, but much more lightweight, and gives a seventies, home-y feel.” Appearing like a luxuriant white marble injected with flecks of silver (which originally comprised the yoghurt pot lids), it is simultaneously modern and warm: a thoroughly contemporary, sustainable version of its original counterpart. “We wanted to use materials with texture and natural finishes,” the design duo continued. “Which give a more human and welcoming approach to the customers, as well as reflecting the rawness and free spirit of M.i.h.”



Then, there is the use of Denimite™: a material that, obviously, speaks to the brand’s heart. A material created from composites of recycled denim fibres mixed with a bio-based resin, it is not only incredibly versatile but its polished finish resembles some sort of organic gemstone (pictured above). With denim having firmly established itself within the fashion domain as a key component for modern living, it makes sense to be moving towards creating interior furnishings from it – plus, it means that even the most threadbare jeans need never become redundant.


Olivia Singer is the Fashion Features Editor of and a writer with an interest in the relationship between fashion and social and environmental responsibility.

International designers Laetitia De Allegri And Matteo Fogale have joined forces with leading British tile manufacturer Johnson Tiles to produce an immersive installation at the V&A for this year’s London Design Festival.


Taken from the French term meaning ‘placed in the abyss’, ‘Mise-en-abyme’ combines huge transparent acrylic shapes with bespoke floor tiling to create a walk-through installation.


Using advanced Article technology, the supersized tiles have been printed with a bespoke colour design; each tile has 3% less colour than the one before. This gives the illusion that the installation is almost floating in the midst of the V&A. 


The designers explain, “what we wanted from the start was to create an experiment, something that was not just a piece of design to look at but also an experience for the visitor.”


The London Design Festival runs from 19th to 27th September 2015.


Photography by Olivia Estebanez

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