M.i.h Jeans is defined by its approach to denim. They have built a brand on a reputation for creating jeans that are distinctive, confident and authentic.
This season they have created a new universal jean for the London denim girl; the Cult jean. A cropped, straight leg jean with a 10 inch rise and understated vintage detailing; the Cult Jean combines universal fit features that they know their customer loves with new denim innovation technology.
Using new denim innovation technology, the Cult Jean is made from ‘straight stretch’ denim. Instead of the denim stretching horizontally through the weft, like all other stretch denim, ‘straight stretch’ stretches vertically through the warp.
The wearer’s experience of ‘straight stretch’ denim is like wearing rigid/non-stretch denim when pulling the jean on; it gives the hold that you only get from non-stretch denim. The stretch comes into play when you bend or sit; the Cult Jean stays with you as you move, keeping its shape without bagging out.
Denim lovers can get a rigid denim look, as the denim washes like a rigid denim for authentic fades, and a rigid denim feel, as the denim holds you in, with the straight stretch that makes it much more comfortable to wear all day.
The Cult Jean will sit within the Core Denim category, complementing existing iconic fits. It will be available in two washes; the light wash Trip and the mid blue Unwash.
Available June 2017.