Women’s premium denim brand MiH Jeans is adding two more drops to its collection, bringing the total to six per year.
The resort collection, which is selling this month for an October delivery, will sit alongside the two main ranges (autumn 14 pictured) and the pre-collections. The resort collection is selling this month for an October delivery. There are roughly 16 to 18 pieces including denim, jersey, knitwear and silk items, although outerwear will not feature. Wholesale prices range from £25 for T-shirts to £120 for knitwear.
Q&A Chloe Lonsdale, founder, MiH Jeans
Why is now the time to launch additional collections?
It’s the way the market is going. Shops want something that can transition between the spring and autumn collections, and for brands like us that’s where the opportunity is.
Is the demand particularly high in the UK or is it global?
It’s particularly important in the US, as they are really geared up for that and split their budgets up for six collections per year. We’re already breaking up our collections for them, so this is the next step in the UK.
What can you tell us about plans for opening your own store?
It’s something we’re getting ready for. We’re starting to explain what the brand is all about to the consumer and working with our stockists on building shopfits to show it off. To be able to then open our own flagship store would be amazing.
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