M.i.h Jeans launches denim customisation service

By

Barbara Santamaria

Published
Nov 2, 2016

London-based M.i.h Jeans has launched a denim customisation service titled The Denim Girls Project together with a group of creative and stylish girls.

Available exclusively at mih-jeans.com, the service offers seven different denim pieces such as jeans, shirts and jackets which can be personalised with hand-stitched embroidery details, 70s style applique embroidery patches and coloured tassels.

Customers can also choose the cut or use the bespoke platform to personalise their existing M.i.h denim or vintage jeans. Special requests are also available.

Founder and Chief creative officer, Chloe Lonsdale, says, “I was inspired to bring together our network of denim girls to collaborate on this exciting project where they can make their denim their own in a way that hasn’t been done before. Our denim girls all bring a London sense of style and a love of vintage denim to their creations. I love the fact our customers can ultimately co-create their own product with us for a totally unique result. It feels playful, modern and collaborative.”

The custom denim service is a result of a collaboration with the brand’s international network of denim girls, including New York girls Laurel Pantin (editorial director at The Coveteur) and Emily Holland (styling director at Refinery29.com) alongside a host of influencers from London, LA and Sweden.

Each girl has brought together their friends to test-drive the service, personalising their favourite M.i.h pieces and sharing their experience via their social channels.

M.i.h Jeans is available at select retailers including Selfridges, Net-A-Porter, Matchesfashion, Harvey Nichols, Liberty, Boutique 1, Le Bon Marché, Brown Thomas and Neiman Marcus. In total, the brand is sold in 350 stockists across 43 countries.

The denim customisation service will feature new designs and options each season in line with the seasonal trends.