If you think that London-based brand MiH jeans is just another label hopping on the premium denim bandwagon than you don't know jeans. It's history dates back to the 1960's where, founded by Tony O'Gorman, it was launched to fame by Tony Lonsdale the founder of popular UK denim emporium "The Jean Machine" whose stores numbered over 150 by the 1970's. During it's heyday, the then titled Made in Heaven jeans developed a terrific following of some of the most iconic names in celebrity and fashion, such as Farrah Fawcett and Jane Birkin of "Birkin Bag" notoriety.
After a hiatus, the brand has come back with a vengeance under the helm of Chloe Lonsdale, offspring of Tony and his top model wife Chekkie Maskell and goddaughter of Tony O'Gorman.
Under the new moniker MiH jeans, the brand has managed to update itself for a new generation while still paying homage to its roots. Chloe Lonsdale finds the inspiration for most of her designs from the archives of the brand, putting together a line that is defined by tailored looks that are both classic and sophisticated. With a rich denim heritage that few denim designers can claim we are super-ecstatic to feature Chloe Lonsdale in this installment of our
Five Questions for Five Pockets series.
1. What was your first pair of jeans?
They were a pair from my Dad's stock trunk in the attic at home. They were made by Male, a 70's brand, and had jet front pockets, bell bottoms and no back pockets and were the bestselling style when he launched The Jean Machine. They were also three sizes too big for me and I had to hitch them up with a belt, but it felt pretty cool at the time!
2. Who do you think is the ultimate denim icon?
As a muse, Brooke Shields, as a mentor Calvin Klein. Their collaboration together was groundbreaking and I'm still over the moon today after seeing Brooke in MiH jeans!
3. What do you think is the next hot denim trend?
Its no longer about basic, unstyled jeans, but about properly finished ones with traditional rivets and most of all great quality denim that wears well. I also feel double denim will be seen more, with fine, washed out denim shirts and classic denim jackets making a comeback. This new denim trend will be much more sophisticated than the ripped and torn look of past decades. Jeans, however old and faded, will be washed, pressed and discreetly mended and worn with shirts elegantly tucked in. There will be an emphasis on great quality fits rather than embellishment.
4. What denim trend do you wish would go away?
Torn ripped denim with fake dirty, bleached out washes! Denim is dyed with indigo which is a natural product that is meant to evolve and improve with age. Buying a forced look that is a moment in time makes the jean date quickly and yet a good pair of jeans should be timeless and stay with you forever!
5. What's your number one rule for denim?
Wear a style that suits your figure shape, not what is in fashion at any point in time. Not everyone suits skinny jeans and they certainly aren't the most flattering cut. Jeans should be the base of your wardrobe and a fall back for anything and you should feel and look great in them always.
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