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
Shop the pop-up collection online here.