Newsletter – August – 2011 – MiH Jeans

Nothing makes for a better brand story than a blossoming romance and the successful rise of the underdog. MiH Jeans designer Chloe Lonsdale, blends both these elements into the narrative behind her reincarnation of the “Original British Jeans Brand”.

Chloe tells how her Father Tony, AKA the “Blue Jean King”, went against the grain in the early 1970’s by selling second-hand denim on the famous King’s Road in London.

He’d spotted a gap in the market and when the trendy boutiques laughed at his venture and refused to sell his stock, he decided to open a shop and sell them himself. Legend has it he sold out within three weeks.

Favored by the “It Girls” of the era, Jane Birkin and Farrah Fawcett, the Made In Heaven jeans brand was launched by Chloe’s Godfather in 1969.

One day, model Chekkie Maskell walked into Tony’s Jean Machine store to model new designs from the Made in Heaven line. The romantic twist to the story came as Tony and Chekkie fell in love and Chekkie went on to become his Blue Jean Bride.

Today, MiH Jeans is a contemporary interpretation of the iconic 1970’s line. Chloe has revived and realigned the brand for the modern woman, successfully retaining the quality of the product by using classic cuts and high standard denim weave.

We recommend both the kick-flare leg on the Marrakesh mid-rise, and the long slim leg on the Oslo Mid-rise.

With their amazing fits and uncompromised craftsmanship it’s easy to see why celebrities throughout the decades have chosen their jeans to be Made in Heaven.