As part of the brand’s 10th anniversary celebrations, M.i.h Jeans has opened a pop-up shop in London’s Soho for the month of May.
In designing the concept for the store, the brand brought together a “dynamic group of collaborators” to contribute to everything from scent to furniture, the idea being to create “a fully immersive retail experience which encapsulates the M.i.h blue-jean spirit.”
The space is filled with vintage furniture hand-picked by label founder Chloe Lonsdale, the walls are decorated with a 1970s print by illustrator Nicholas Burrows and the retail fit was conceived by designers Matteo Fogale and Laetitia de Allegri.
Alongside the 10-piece ‘Cult Denim Project’ capsule collection inspired by the brand’s best-selling archive styles, the store will sell bespoke candles and sunglasses by Illesteva, as well as ‘70s-inspired patches that can be applied at the ‘patch bar’, where you can also have your purchases custom-cut into frayed and stepped hems.
The pop-up is open Monday to Saturday 30th April to 23rd May at 7 Upper James Street, London, W1F 9DH.