You grew up with ‘denim in your blood’ and vow to create the best denim on earth. So who is the ultimate MIH woman that you design for?
The ultimate MiH woman is a strong, independent woman with a a personal sense of style and an effortless approach to her life and wardrobe.
You took over a family business that your father, known as the Blue Jean King founded back in the 70′s. How did you know that this was the route you wanted to go down? If it wasn’t for MiH, where do you see yourself career wise?
Sometimes you just know. A lot of my life has been based on instinct and this was certainly one of the bigger ones. I live in jeans and if I hadn’t revived MiH, I would have done something similar in the denim industry.
MIH is known for its fabulous fit. What do you think determines that?
I think there is a lot to be said for it being designed by a woman for women. Even the simple fact of being able to try the denim and fits myself before they go to market makes a big difference. I know exactly what a woman wants from their jeans for any particular occasion and I work to deliver that. There are a lot of great jeans on the market but sometimes I think they can be too fashion driven.
The cut can always be a deciding factor when it comes to buying new jeans. What is your favourite cut? What have you found to be the most popular?
I love jeans that are slim and easy to run around in, so I rotate between our Breathless, Tokyo and Paris styles. Breathless with Converse for the office, Tokyo for more formal situations and Paris for when I’m dressing up, usually in the Black or Kara washes.
How would you describe your personal style, what do you wear during an off duty day?
My style is jeans, a white t-shirt and Converse, and usually a navy sweater. I have two kids under the age of two and I try to keep life as simple as possible!
I imagine it can be difficult to always reinvent a staple item like a pair of jeans. Where does the MiH inspiration come from for new collections and what factor do you pay most attention to during the design process?
I think I’ve always been comfortable with the idea of not trying to reinvent a jean, but trying to improve it. That means selecting the best fabrics which have the best longevity and comfort when you wear them, ensuring the fit is incredibly flattering, and that the package they come in is beautiful and aspirational.
You’ve dressed world renowned fashion icons, from Jane Birkin to Sarah Jessica Parker. How does it feel to see such style icons in your garments?
It feels amazing but I even get excited by a person on the street wearing them. It never ceases to amaze me how wide our reach is and it is always rewarding.
What’s next for MiH? Are there any plans to extend the brand further?
We have had an amazingly successful first year with our e-commerce site, which now ships all over the world and offers our full collection which a lot of people don’t even realise exists. We have also just launched a brother brand for men called Jean Machine, something I have been thinking about for a while and feels like the perfect timing and compliment to our women’s business.
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