M.i.h Jeans, the London label due to celebrate its 10th anniversary next year, continues to evolve. Following the appointment of CEO Beverly Hill last year, new key figures have joined the team in digital marketing, art direction, PR and design. To mark M.i.h Jeans’s transition from insider label to internationally recognised name, the in-house team has created a new brand identity for SS16, using Font Futura and a particular shade of blue to convey the right balance of  “retro cool and modern functionality”. The dove that was previously used as a brand symbol has flown the nest, which makes for a cleaner aesthetic. The new 70s inspired brand identity underlines M.i.h Jeans’s fresh direction, which bridges the gap between the premium denim and elevated contemporary segments.

As for the product range, the denim assortment will be restructured with a tiered offering of fits grouped into three categories – fashion, iconic and core. Meanwhile, the RTW line, which includes a growing crop of denim pieces, will continue to expand beyond its current 50% share of global sales. The brand is picking up increasing business in the US; key accounts within the territory include Nordstrom, Neiman Marcus, Saks Fifth Avenue, Intermix, Ron Herman and NET-A- PORTER.com.