A new spatial identity for M.i.h Jeans.
In line with the launch of the M.i.h Jeans rebrand for Spring/Summer 20 16, M.i.h have collaborated with award winning designers Laetitia de Allegri and Matteo Fogale to design a bespoke spatial identity for their global shopfits.
Taking M.i.h’s 70s heritage, free spirit and modernity , the designers have created an experience that feels nostalgic and familiar with an unconventional contemporary coolness.
Asymmetric shapes mix with organic forms in a mixture of traditional and innovate materials. Polished wood and brass are combined with recycled textiles and plastics.
Reinventing the ordinary: repurposed denim, resinated yoghurt pots and hand-painted effects on traditional plaster inject playfulness, colour and texture.
‘We were drawn to the freshness and lightness of M.i.h, their history and their ability to make the classic feel modern. This is what we wanted to express with our designs. The pieces are timeless; they look back at the past and reinterpret it in a contemporary, unique way.’say Laetitia de Allegri and Matteo Fogale.
The new shop-in-shops will be installed in M.i.h Jeans’ top global retail partners from November 2015.