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A Cult Denim Brand Opens a London Pop-Up

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“It’s not a pastiche of the 1970s,” says Chloe Lonsdale, the founder of the nostalgia-infused women’s denim line M.i.h Jeans, which this week marks its 10th anniversary with a just-opened pop-up shop in London’s Soho. “We could have sourced shag-pile rugs and gone all Austin Powers — but that’s not what we’re about. Denim grounds us and keeps us more real.” The space has a light and airy feel that’s true to the way the brand balances old with new: The 1950s wicker hanging chairs in the window are offset by a contemporary Tobi-Ishi table by B&B Italia.

Read more at New York Times.

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