MiH jeans to rebrand image as lifestyle label

London-based denim brand MiH Jeans is aiming to move away from its heritage influenced image from the 1970s to a more modern and contemporary visual identity as the label prepares to celebrate its 10th anniversary next year.

The premium denim brand, best known for its iconic styles such as the flared, is set to rebrand its image for spring 2016 marketing to highlight the label's lifestyle business. "After 10 years, any brand should be assessing their visual identity," said Chloe Lonsdale, founder and chief creative officer at MiH Jeans in an interview with WWD. "We believe in the rebrand as a fresher, I would say, more youthful and cooler vibe."

MiH jeans first introduces sportswear two years ago, which has grown to account for 50 percent of sales. In the financial year which ended this April, revenue increased 35 percent. The brand's three year plan is to triple revenue and open its own standalone store in london within five years, as well as franchise stores. Lonsdale may expend the label to include footwear, handbags and homewares as well, although she did not share details.

In spite of the brand's image overhaul, Lonsdale is keen to make sure the label stays true to its design roots. "It won't affect the design of the product at all," she said. "It will help encapsulate what the product is in a cooler package. We have grown into a much more aspirational, fashion-relevant brand than we actually were originally. The new branding will reposition ourselves in the market from where we are at the moment."

The renewed visual identity comes after the brand appointed its first chief executive officer, Beverly Hill, last year as well as several other main hires to fulfill positions at the creative and production departments. MiH jeans, which is set to start offering its collections in Neiman Marcus, Nordstrom and Saks this autumn, has also take on additional employees to work on its renewed artistic direction, marketing and graphic. The denim brand is set to use its rebranded image to accelerate its growth in key markets such as the US and has tapped Steve Slykhuis as its US logistics manager.

In addition to focusing on expansion in the US, MiH jeans will also expand in Australia, Germany and Switzerland next year through distribution deals.