mih jeans

Since the Fifties, denim has been an iconic and essential part of every woman (and man)’s wardrobe. Whether flared or frayed, boyfriend-fit or drainpipe, jeans are always ‘in’. In 2016 – when fast-fashion has taken over and trends are fleeting – the permanence and versatility of denim is more appealing than ever. Recognising this, M.i.h – the London-based brand creating perfectly tailored and timeless jeans loved by Claudia Schiffer, Olivia Palermo and Kiera Knightley – has launched an initiative which will make your favourite jeans even more special…

The Denim Girls Project is inspired by the home-customisation trend among the hippy community of the Seventies. Recreating the aesthetic for those of us who don’t have the time (or skills) to sit and stitch, M.i.h will personalise your chosen piece by customising the cut and colour, adding patches, embroidery or even tassels. Simply send their London studio details or imagery of what you would like and they’ll get to work to create a bespoke design, just for you. For those in need of some inspiration, Denim Girls – including photographer Amanda Charchian; stylist Alex Carl; singer-songwriter Flo Morrissey; and poet and filmmaker Greta Bellamacina – feature in a dreamy Seventies-inspired campaign film in which they show off their customised pieces, each as unique as the girls themselves. For those who are feeling creative and fancy a bit of DIY, you can buy the patches separately and add them to your old favourites – M.i.h or otherwise. Either way, stitching is in this season – and it’s getting personal.

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