London denim label M.i.h Jeans is celebrating its 10th anniversary this year. To mark the occasion, a special line will hit shelves 4 May – the Cult Denim Project. Referencing the decade-long history of the brand, the capsule collection consists of a 10-piece limited edition line-up of archive bestsellers that have helped cement M.i.h Jeans’ position in the market. The Berlin and Topanga jean styles sit alongside RTW denim pieces including the painter’s parka, the boiler suit and the button-up ’70s dress.

The Cult Denim Project line is housed in M.i.h Jeans’ first standalone pop-up store, which has just opened its doors in London’s Soho. Playfully designed by Matteo Fogale and Laetitia Allegri, the space features a fittingly celebratory floral installation dreamed up by Silka Rittson-Thomas of TukTuk Flower Studio and a “patch bar”, allowing customers to have their purchases custom-cut or personalized with ’70s style, iron-on patches. As for the non-denim product offering, there is a smattering of exclusive items such as the bespoke indigo candle made by LA candle maker Le Feu de L’eau and retro-inspired, blue-lensed sunglasses by New York brand Illesteva.

M.i.h Jeans' new Cult Denim Project
M.i.h Jeans' new Cult Denim Project

The pop-up will remain open throughout May. The Cult Denim Project pieces can also be ordered via or bought at select international stockists including Le Bon Marche (France), Reservoir (LA) and Beams (Japan).

M.i.h Jeans pop-up shop

7 Upper James Street
London W1F 9DH