Mih jeans launches personalisation service: “the Denim Girls Project”

London - Customisation is one of the key differentiation points millennials are seeking out within the fashion industry, whether it be personalised socks, t-shirts, handbags or shoes. Which is why London-based denim label Mih jeans has launched a new customisation service known as “the Denim Girls Project.” The service offers its customers (aka its denim girls) the chance to personalise their own denim pieces.

Exclusively available online at mih-jeans.com, the new service features seven different Mih denim options, ranging from jeans, jackets and shirts, which can be personalised through the addition of coloured hassles, hand-stitched embroidery or appliqué embroidery patches. In addition, customers can also use the new, bespoke service to personalise a pair of their own M.i.h jeans or vintage jeans or send in their own special request for customisation.

“I was inspired to bring together our network of denim girls to collaborate on this exciting project where they can make their denim their own in a way that hasn’t been done before,” said Chloe Lonsdale, Mih jeans founder and chief creative officer in a statement. “Our denim girls all bring a London sense of style and a love of vintage denim to their creations. I love the fact our customers can ultimately co-create their own product with us for a totally unique result. It feels playful, modern and collaborative.”

The idea for the custom denim initiative is said come from one of the 70’s inspired patch Mih jeans created to celebrate it ten year anniversary earlier this year. In order to help spread the word on its new service, Mih jeans has recruited a team of international fashion influencers to share their favourite personalised denim pieces, such as Alex Carl, Flo Morrissey, Greta Bellamcina and Amanda Charchian, who star in the campaign film below.

Photo: Mih jeans the Denim Girls Project, website