Designer Q & A - MiH Jeans
1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Jeans have been around for 200 years although they weren't always popular in the way we know them today, they were workman's clothing; worn for their strength and durability. To me fashion that stands the test of time is normally born out of function and the humble jean was a garment designed to meet specific needs, so it wasn’t atall about aesthetic. Today, they are more popular than ever as fabric technology has allowed the actual denim to be way more versatile in weight, colouration and stretchability. The labels that have continued success are normally ones that don't mess too much with the original form. There is nothing that beats a classic 5 pocket jean, however you look at it.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
The unique heritage of the brand provides me with an incredible archive and wealth of inspiration when redesigning the product today. We have a very clear point of difference to a lot of the key brands out there from our discreet Dove logo on the back pocket to the immaculate finishing of the jean and the variation of denims, we present a very sophisticated and more British looking product than all the Denim labels, which tend to be Californian and therefore very ‘LA’ in their styling.
3) Who do you imagine is a typical customer?
We capture both young and old as we have not only a nostalgic and timeless quality in the jeans but they have also been updated for the modern woman. This means both my mum, at 60, still wears our higher waist Berlin model, while my younger sister finds her favourite in our Oslo slim leg style. Ideally though, we attract women who want to wear jeans that fit into their wardrobe, whether it be for a business meeting or a dinner party but that don’t look too dressed down and casual. Our jeans are smart, well tailored, and sexy but in a much more understated way than most.
4) Where do you get your inspiration from?
Mum and Dad and my childhood is always the starting point and then I cross reference it with looking at what is going on at street level. Normally the best way to do this is spending time with my sisters. They feed me back everything - it’s a very family thing.
5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
The 2 styles I relaunched the range with - the Marrakesh (see above), a mid rise Kick Flare, and the Paris, a slim leg cropped just above the ankle. They both have the original Jet front pocket detailing and are jeans to suit every figure.
6) Are there any essential jeans that everyone should have in their wardrobe?
The above! Also I think everyone would have a good classic faded blue wash 5 pocket jean, like our London style. Nothing beats these worn with a White t-shirt and converse!
7) What are the first pair of jeans you remember?
Dads ‘Jean Machine’ jeans . . . he must have been really skinny when he was younger as my sisters and I wore them until they disintegrated throughout our school years.
8) What have been your favourite pair of jeans that you have owned?
The first pair of jeans that came of our production line. They were the Paris style (see above) in a classic wash and I am still wearing them 3 years later. I don’t wear any other brand.
9) What have been your favourite pair of jeans that you have produced?
The Paris Classic.
10) How many pairs of jeans do you currently own and which are your favourites?
A lot, lets just say that. I mean the head office is also a pop up shop and quite often if I am going from work to dinner I will grab a new pair from the shelves . . .they've accumulated that way and of course it is important that I wear, try and test every style and every denim.
11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
I don’t wash them ever ytime I wear them unless they are white but I tend not to let them get too dirty as I quite like a clean pressed look and most of the denim we have in the range improves every time you wash them.
12) Do you own jeans for different occasions (for instance I have work jeans, smart jeans, weekend jeans, holiday jeans, jeans for going to concerts in, jeans for gardening in) if so what have you got?
Work jeans: London 5 pocket as these look best with converse and that is all I would ever work in. Smart jeans: Berlin high waisted, for feeling elegant and ‘fashiony’, Holiday / going out jeans: Paris as they look great with flats or strappy sandals and come in every wash under the sun, white in the summer and dark navy tucked into boots in the winter.
13) Which is your favourite jeans shop?
Donna Ida, Brompton Cross, London SW3 - She is doing the closest thing to what my dad did with jean machine in the 70’s, but with a much more modern interior. Essentially though her customer service is incredible and I have had people back this up every time.
14) Which celebs are currently wearing your jeans?
Recently, Kiera Knightly, Rumer Willis (Demis Moores daughter), Penelope Cruz, Nelly Furtado . . Its very rewarding when you see a celeb in the jeans and know they have gone and bought them themselves!
15) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
It depends how influential they are, but yes, it all helps!
16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
Kate Hudson has a great, relaxed style. Nothing too extreme and very MiH!
17) Which person living or dead would you most like to see in a pair of your jeans?
Audrey Hepburn in the Paris Classic!
18) What is the worst denim crime?
Rhinstones anywhere. Jeans that are too tight and too low.
19) If jeans had not been invented, what would we all be wearing?
I can’t imagine a world without them but I have to say that we would probably sell double if it weren't for the legging!
20) And finally, any predictions for denim in 2008/09?
Getting more washed out and vintage in feeling again. More texture in the denim and traditional details like studs and rivets. Also denim skirts are back after seasons of shorts!
| AndyK: 2/10/08 |
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