The cult London denim brand first MiH launched in 1969, and quickly became the chic face of jeans. 40 years on, the MiH label has been revived by Chloe Lonsdale, daughter of Tony Lonsdale, who featured the brand in his tiny but influential jeans shop on London’s Kings Road. Still with an HQ in Chelsea, MiH has won a new generation of loyal denim lovers everywhere with flattering, superbly made and always on-trend jeans.