by Pandora Sykes


The Cult Jean Project is about the synergy between a woman and her favourite jeans - that pair that elicits a very personal worship - whatever the wash or rise. They act as a blank canvas; upon which the wearer can project her own spirit. Just look at the ease in which these six accomplished creatives, based between London and LA, dance and stretch and laugh and twist - all in their favourite pair of jeans. The intimacy of each young woman, in her cult jeans, chimes well with the photographic poetry created by Los Angeleno photographer, Amanda Charchian, for So It Goes magazine, issue 9.


Charchian captures the serenity of British singer Ellie Rowsell, the front woman of 4-piece band, Wolf Alice - taking a moment to catch the liquid light in her light wash Phoebe jeans. In contrast to Rowsell’s pause, actress and activist Jazzy de Lisser inhabits the Marrakesh Bee jeans whilst in whimsical, playful motion. De Lisser, oft (and inaccurately) side-lined as an It Girl, made her film debut aged just 17, with her 2009 short, My Story of C, about her life as a Hepatitis C sufferer. Part of the illustrious Game of Thrones alumni, De Lisser appears in thriller, Thumper, out later this year.


On the subject of Thrones, you’ll likely recognise actress Charlotte Hope, in her Bridge jeans and battered Chucks; a timeless look for a timeless face. The impeccably educated Hope – Oxford, via a year at Ecole Jacques Le Coq theatre school in Paris – can be next seen next in Three Christs, with Richard Gere. Gala Gordon is typically described as the quintessential ‘English Rose’ but it’s an ill-fitting tag for the vivacious, half Argentinian beauty, who lends a certain sassiness to the boyfriend-fit Linda jeans. With roles in Kids in Love and theatre productions of The Seagull and Hamlet, Gordon is also known for her occasional and stunning foray as a fashion plate.


Then there's Birmingham-born model and actress Anna Brewster, in thoughtful repose. Proving herself as adept on screens both small and large – in Versailles and Star Wars – as she does in an Hermes campaign, she wears the definitive new style: the Cult jean. Last but never least, London-based artist Lea Marcaccini shows she does classic as well as kook, in a crisp man’s white shirt and the Caron jeans. With a female gaze that chimes well with Charchian’s work – her ‘intergalactic art and design initiative’ Making Art and Breaking Hearts features plenty of nudes in natural climes – Marcaccini’s work is influenced by her upbringing in Cuixmala, Mexico.


The Cult jean is a new style for M.i.h - available in light wash Trip and mid-blue Unwash. To get technical: instead of stretching through the weft, the jeans stretch vertically through the warp. But who needs to get technical, when it’s just you and your favourite jeans? Call them cult. And - forgive us, but it's true - call them yours.


M.i.h Jeans collaborated with culture and style magazine, So It Goes, to create a portfolio series of stills and video featuring six creative, young British women living between London and LA. The project came to life as a fourteen-page editorial in Issue 9 of the magazine, released in April 2017.


So It Goes is a biannual magazine that champions the original voices of today across seven chapters: The Actors, The Directors, The Artists, The Collection, The Musicians, The Places and The Writers.


The magazine is a meeting place for a global network of photographers, journalists and other creatives. In a digital world, So It Goes is a reminder of the power print magazines have to touch lives and reveal the issues, places and people that deserve to be brought closer to home.


Return to Cult Jean Project hub


Denim is personal. The preferred fit of a jean, or the cut of a denim jacket is often instinctual, embedded in your personality. The Denim Girls Project is personal denim brought to life, inspired by the era when personalised denim – patched, embroidered, frayed – became a badge of creativity.


Home customisation was a staple of the hippy movement’s liberated style and we’ve created a modern take on its iconic aesthetic. Whether you want to tailor your denim, request applique patches or even commission hand-stitched embroidery to decorate your clothing, the result is completely bespoke. At the heart of M.i.h is always the 70s, so the customisation techniques we are offering through our online service will allow you to create the full funk and flash aesthetic. Rope stitching and wrapped edges are created by hand in our London studio. Step hems and half collars are cut to order. If you want to go the whole way and do it yourself, our vintage-inspired patches come in packs that can be applied at home, or we’ll apply them to your choice of denim. If you want more, we’ll apply the techniques to your current favourite M.i.h denim, or even vintage, jeans. If there’s something specific you want that you can’t find through our personalisation tool? Just tell us; we’ll make it happen.


During a period where fashion is evolving at a frantic pace, we’re celebrating your favourite denim pieces that you truly love, that you invest time and energy into making just right. We’ve worked with some of our favourite women -- creatives from the fields of poetry, photography, fashion and music -- to bring the service to life by creating their own custom denim. What it comes down to is that M.i.h denim should feel like your own, and it should be worn the way that you want.


Return to Denim Girls Project hub

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

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