M.i.h Jeans

Chloe Lonsdale grew up in Sussex, U.K. to blue jeans model Chekkie Maskell and Tony Lonsdale, founder of the 1970s denim retail chain Jean Machine. Originally her godfather Tony O’Gorman’s label, Made in Heaven was popularized when Chloe’s mother began modeling its jeans as part of Jean Machine’s business. After studying fashion design at Central Saint Martins, Chloe discovered a stash of her mother’s classic jeans in the family attic, kindling her entrepreneurial spirit. She decided to rebrand the line for the present-day woman and left her public relations position at Nicole Farhi. In 2006, Chloe Lonsdale launched MiH as designer and founder for the revived denim company. Drawing inspiration from both Jean Machine and Made in Heaven’s rich archives, Lonsdale focuses on how the denim contours for a snug but comfortable fit using original cuts to create leg-lengthening designs. Signature looks include flared legs, high-waistlines, and rivets. Embroidered on the pack pocket of each pair of jeans is a flying dove logo echoing the brand’s understated sense of style and paying homage to its original muse, Chekkie Maskell.

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