In Picture: Mih Jeans Pop-up Shop

London - Denim brand Mih Jeans is pulling out all the stops for its 10-year anniversary and celebrating this milestone through a series of events, including the opening its debut pop-up shop in London and the launch of its capsule collection, the 'Cult Denim Project', a limited edition of 10 cult pieces re-leased from its denim archives.

The pop-up store, located at 7 Upper James Street in Soho, is the first of its kinda to be opened by the brand. Set to run until May 23, the pop-up store will offer the Cult Denim Project, a selection of Mih Jeans pre-fall '16 collection as well as a number of limited edition products exclusive to the store. In order to mark the occasion, Mih jeans has teamed up with a group of collaborators to create a "fully immersive" retail experience in the store, which encapsulates the Mih Jeans blue-jean spirit.

Mih Jeans opens up debut pop-up in honour of 10 year anniversary

"We are excited about how we can sell the concept of denim through the lifestyle of the store, bringing together all the elements into one environment and marking it with the celebration of our 10-year anniversary," said chief creative officer and founder Chloe Lonsdale to WWD. "I think it’s really important that a store isn’t just there to sell product, but it’s there to immerse the customer in the spirit of the brand. Which is why we collaborated on scent, music, floral and furniture with hand-selected partners to create a completely bespoke environment. I definitely have a vision for a permanent store in the future."

The pop-up's interior fit has been designed by award winning designers Matteo Fogale and Laetitia de Allegri,who took a playful and unexpected approach to colour and material, whilst illustrator Nicholas Burrows created a 70s-theme print across a wall. Silka Rittson-Thomas from the TukTuk Flower Studio created an exterior floral installation, to complement the vintage furniture hand selected by Lonsdale. Mih Jeans also collaborated with LA candle brand Le Feu de L’eau to develop a "bespoke indigo candle," which has been made using a revitalised 1960s candle-making technique. The candles will be sold together with a curated capsule collection of retro sunglasses from New York brand Illesteva, alongside of a selection of iron on patches.

The product offering in the pop-up shop highlights the brand's interest in expanding into other categories. "I certainly dream of bricks and mortar shops in our future, and I think we’ll be making more than clothes," said Lonsdale. "The brands I respect have stayed true to their vision and built organically, branching out into different products in a way that feels very natural, and using their experience and deep roots to make things of real value and beauty. I love the idea of accessories but also homewares. We’re always excited about the opportunity to expand into other categories."

Photos: Courtesy of Mih Jeans