Pimping your jeans is here to stay. Today, M.i.h Jeans brings to life their world of denim and the spirit of the brand with the launch of the Denim A – Z. The Denim A – Z Project captures with every letter, the words and values that make us who we are. Choose letters or word(s) that means something to you. A creative collaboration with stylist, Celestine Cooney -  creative consultant and stylist based between london and New York - together with a cast of London-based creatives. Shot by photographer Alice Neale, she shows her fashion via realism approach to the project and captures the fun and irreverence of a day spent in a London park with eight creative women. The cast are a group of cool, creative girls led by Lili Sumner, who brings her attitude, quirkiness and sense of fun to the shoot. The rest of the cast are all local London girls; Poet, Lily Ashley, Model & Artist, Marina Ontanaya, Artist, Louise Oates, Photographer, Tegan Williams, Model, Melanie Smith-Torres, Artist & Designer, Tiger Chadwick and Jewellery Designer, Gala Colivet Dennison.

The girls have co-created with M.i.h by customising their favourite pieces with words and messaging. From our London shoot, Marina Ontanaya and Lily Ashley have personalized their denim with words and messaging to bring to life what they stand for.

An addition of global creaitives have joined the project; Australian stylist Chloe Hill, Norwegian buyer & stylist, Annabel Rosendahl and German editor, Stella von Senger and last but not least Stockholm's own Swedish, fashion editor & stylist, Hilda Sandstrom

The Denim A – Z capsule of personalized pieces will be available to buy as ‘Made to Order’ styles on mih jeans.com and farfetch.com from 1 November 2017.

The existing M.i.h Jeans Custom Denim Service will be re-launched alongside the capsule with new season styles and updated personalization options. Denim girls can choose to have their initials embroidered on the front or back pockets of their jeans as well as more quirky placements such as one initial on each knee. 

“Expressing our brand and everything we stand for through a Denim A to Z felt playful and creative. The project offered the perfect mix of collaboration and co-creation with our favourite creatives as well as continuing to offer our customers the opportunity to personalize their denim and create unique products.” - Founder and chief creative officer, Chloe Lonsdale.

M.i.h Jeans is the London girl’s denim brand. At the centre of the brand’s ethos is a drive to capture the spirit of denim culture rooted in their 70s style heritage; an inclusive, non-conformist, free-spirited attitude called blue-jean spirit. Under the direction of Chloe Lonsdale, daughter of London’s Jean Machine founder and ‘Blue Jean King’, Tony Lonsdale, and goddaughter of the original owner of Made in Heaven jeans, M.i.h Jeans draws inspiration from its vintage archives, Chloe’s childhood surrounded by denim, and her youth spent immersed in the street culture of London. With an attitude and authority built on five decades of denim experience, the London-based label is known for its cult jeans and confident, lo-fi ready-to-wear - a uniform for the modern girl.

I caught up with Stockholm's Hilda Sandström and asked her a few questions about her contribution to the collaboration:

What made you choose to have Mom & Dad on one of your custom jeans?
Since they're the best! I actually wanted to write my initials from the beginning but that wouldn't work that well for everyone so instead I wanted to add my favorites on my pants. Like a tattoo, without getting hurt.

Could you tell me a little story behind your decicion for the left/right jeans?
I was super happy when they asked me to do this creative collaboration but also a bit terrified since I'm the worst on writing captions (prioritizing emojis on Instagram). Afraid of writing something to cheesy I went for these words.. For days when you're confused and don't know which side is left or right ;)

Which M.i.h jeans style that is your favourite, if you have others than the styles you have for your your customs?
I love my black Lou Jean. Perfect fit and extremely comfortable.

Tricking out your jeans is being seen more and more these days, do you think we'll see much more of this next spring/summer?
I definitely think we'll se more logos and embroideries. Love it since it's a cool and personal detail!

out all the styles and get your faves here.