Chloe Lonsdale, Founder and Chief Creative Officer, re-launched the London denim brand, Made in Heaven, as M.i.h Jeans in 2006.
Made in Heaven, founded by Chloe’s Godfather in 1969, was the first British denim label. The brand was launched during the seminal rise of London’s youth counter-culture and the global emergence of jeans as the uniform of choice for the young, the hip and the rock ‘n’ roll.
Chloe grew up surrounded by blue jeans, against the backdrop of her family’s denim businesses. Her parents, Tony and Chekkie, were instrumental in the denim revolution of the 70s, instilling the spirit of denim culture in Chloe from a young age.
‘Blue Jean King’ Tony Lonsdale owned the infamous Jean Machine stores during the 70s, opening his first store on the King’s Road in London, and going on to open over 100 more stores in the UK. Lonsdale was the first Englishman to import flares from California and sell them at his Jean Machine stores.
In the early 70s, Made in Heaven, was the first denim label in Europe to design flares. The first flare was the Marrakesh flare, reflecting the trend for Western travellers to embark on the hippie trail to the east, seeking enlightenment and spirituality.