In preparation for our denim event this Saturday we have been thinking about all things MiH...

Image courtesy of MiH Jeans

In this month's Drapers MiH founder, Chloe Lonsdale, is discussing the launch of MiH's brother label Jean Machine and the core principles behind her vision of the perfect jean.

It seems that denim has been in Chloe's blood since the day she was born; her father, Tony Lonsdale, launched the now iconic Jean Machine in the 1970s. And it is this laid back glamour of 70s chic which epitomises MiH's current understated sophistication.

We are such massive fans of the label in the store, each of us being able to find a style within the brand to suit all of our differing shapes,sizes and personalities!

 Looking forward to SS13 (pre-collection now arriving in store!) Chloe discusses their excitement at being able to work with new finishes and colours: "Spring is always a season where we have so much fun because of the lightness and colours we can play with." Ultimately though, for me, it is as much about the ethos behind the brand as it is about the simply fantastic quality of their garments. As Chloe states in the article: "Great fabric and great fit are the two key ingredients..." to the perfect pair of jean, but for the girls at Jane Davidson it's also got to have just a hint of attitude.

 MiH - we salute you, for us you are the perfect mix of attitude and style!

 Love, 

 Nikki