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LONDON — M.i.h. Jeans is celebrating its 10th anniversary with a series of events including a London pop-up shop and the launch of its capsule range Cult Denim Project.

The brand launched its first pop-up shop in London today. Located at 7 Upper James Street in Soho, the 442-square-foot store will carry the Cult Denim Project, an edit of pre-fall 2016 and limited-edition products exclusive to the store. The pop-up will run from through May 23.

“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,” chief creative officer Chloe Lonsdale told 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 project is a 10-piece limited-edition capsule range of the brand’s bestsellers from the archives, which include a short sleeve Seventies belted denim dress, Halsy cutoff shorts and a denim shirt. The price range is 165 pounds or $239 for shorts to 295 pounds or $427 for a boiler suit, or dress. It will be sold on the brand’s Web site and in retailers including Selfridges, Le Bon March and Net-a-porter.com.

To promote the project, a visual campaign shot in Los Angeles and photographed by Colin Dodgson, features a model wearing a button-up Seventies dress, the Topanga jean, the Berlin jean, the Decade skirt, the Painters parka and the Boiler suit.

The denim brand sells in more than 60 countries worldwide and counts the U.K., the U.S. and Scandinavia as their biggest markets. It notes their Lou jean as a bestseller and the label plans to grow internationally. “We are growing across the board as a business but our domestic market remains incredibly import to us,” Lonsdale said. “We have taken on agents/key distributors in Australia, Germany and Japan in the last 12 months to grow the brand through positioning in A-door stores. Additional to that, with the new special identity that came with the re-brand, we are placing soft shop fits in our key department stores partners globally.”

Last November, the label re-branded for a lifestyle impact. It moved away from its Seventies heritage to veer toward a more youthful brand identity.

“It’s been an incredibly seamless transition and a very natural evolution from where we were before,” Lonsdale added. “It wasn’t so much about having a more youthful customer but to stake our positioning as a leading fashion relevant denim brand. “

While a physical store is on Lonsdale’s mind, she notes that the brand will be delving into other product categories. “I certainly dream of bricks and mortar shops in our future, and I think we’ll be making more than clothes.” Lonsdale said. “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. For the near future we will be focusing on select collaborations where we will combine our USP with other leading experts in a specific area to co-create products that reflect real life in the same way that denim does.”

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