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Chloe, the girl behind the brand all celebs and we love, MIH jeans. Here’s an interview of her posted on denimblog.com , read to learn what inspires her creating her quality denim

DenimBlog: What inspired you the most when creating your brand?

Chloe: I am inspired by the clean and simple jean styling of the 70s, and how they fitted the female body properly. When I launched the brand 5 years ago, the trend was for seriously low rise jeans which I felt compromised a woman’s natural curves so I wanted to create the antithesis of this.

DenimBlog: What has been your favourite memory/experience since MiH was founded?

Chloe: My most memorable experience would have to be my first sales appointment at Harrods, lugging the whole collection in a suitcase up the escalators to the fifth floor! I think my total naivety was my greatest weapon. Thankfully I am much more aware of what a sales appointment is all about these days!

DenimBlog: Do you have a favourite cut you have designed?

Chloe: I wear the London almost every day. It is my favourite because it goes with my converse boots and white t-shirt, but it can also be really dressed up for a simple straight leg, tailored look for business meetings and nights out.

DenimBlog: How many pairs of jeans do you own?

Chloe: Are we counting the ones in my cupboard, or the ones I regularly ‘borrow’ from the showroom! I probably have about 20 pairs in my wardrobe.

DenimBlog: What MiH cut has been the most popular overall?

Chloe: The Marrakesh cut for sure. I think this is due to it having the most flattering effect on the widest variety of figure types. With its slim fit on the thigh and kick flare, it balances and enhances curves, and seriously lengthens the leg.

DenimBlog: Are there any new trends coming out next season that we should be keeping an eye out for?

Chloe: Vintage effect jeans are clearly a big trend however I think we will see a move towards great fitting, very natural worn out washes with a higher waist and more fitted around the hips.

DenimBlog: The boyfriend jeans trend has been a huge hit this season, will we be seeing anymore of this trend from you?

Chloe: We do offer a great boyfriend cut and it will continue into winter in a variety of great washes.

DenimBlog: We all love denim, but what is it that makes denim so important to you?

Chloe: Not only is there the family connotation [Chloe’s godfather founded the brand in 1969, her father was the first person to import denim from LA to the UK, selling them in Jean Machine, his chain of 150 stores across the UK and her mother was a denim model], but I see the denim jean as the most essential item in anyone’s wardrobe. I have thought this since I became aware of my mother and fathers dress sense as a child. Denim truly is the most wonderfully versatile fabric to work with, and it is the one thing that you can honestly say gets better and better with age.

DenimBlog: Can you tell us a bit more about your brand?

Chloe: MiH Jeans was founded in 1969 by my godfather. In the 70s, it was a great favourite of people such as Jane Birkin and Farrah Fawcett and was sold all over the world. It was always a case of being able to make enough jeans to fulfill demand, rather than vice versa! I relaunched the company four years ago having studied at Central St Martins and worked for Nicole Farhi.

DenimBlog: What makes your brand so different from the others out there?

: I think it goes back to my inspiration and the aesthetic of a more tailored jean to fit a woman’s figure – something that very few brands offer. I believe too much emphasis has been made on branding and additional details. I really took things back to creating a great pair of jeans which would fit a woman, and seamlessly fit into her wardrobe 

New season MIH Marrakesh are now in stores!! See who wears it and how they wear it