Jun 07, 2018 | By Samuel Trotman
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Today we found out that our friends over in West London, MiH Jeans, launched a new Men’s denim side to the brand, and it looks great!
We’ve had a lot of love for the MiH brand since its resurrection from the 70s, and founder Chloe Lonsdale reported it a quiet cult favorite with such understated beauties as Gwyneth Paltrow and Rachel Weisz, so its Men’s line has this same understated chic. The line is named after Chloe’s dad’s store, Jean Machine, and you can see the cute pic of her parents in the original Jean Machine shop in London, 1973 (above left).
“We felt men had heard enough noise around their products,” said Lonsdale of the philosophy behind Jean Machine, which launches this weekend. “No guy I know cares about Japanese denim or when the company that makes his jeans was formed. We tried to create something that strips back all the frills. We’re not trying to establish anything but great jeans.”
In the 1970s, Lonsdale’s father was the first to import American denim brands to the United Kingdom with his emporium, Jean Machine, which had 100 outposts in and around London. But aside from borrowing the name of her pop’s shop, Ms. Lonsdale’s first foray into menswear is just as forward-thinking and independent.
Free of artificial looking washes, pocket whisking and “scary, stiff as cardboard” raw denim, the Jean Machine line offers three simple fits: slim, straight and relaxed.
“These aren’t different styles, they are the same fit made for different kinds of bodies,” Ms. Lonsdale said. The slim cut is for narrower frames, the straight for the average-sized guy and the relaxed is for a more athletic, muscular type. “The result is a sharp cut jean with nice straight leg which is a little flatter in the front, unlike lots of Western jeans which have a lot more volume in the crotch,” she added. All come in a realistic 32- or 34-inch length (“guys don’t hem their jeans”), and are available in “very, very natural” washes, Ms. Lonsdale said.
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