At the age of 25 Chloe Lonsdale revived Made in Heaven, the company set up by her godfather in 1969, with one goal: to re-establish it as the premium British jeans brand. At 30, she is now well on her way to achieving this, with every major fashion magazine hailing its modern reincarnation, MiH Jeans as the brand to wear.
Chloe has denim in her blood: her father Tony founded the Jean Machine, the first British denim emporium with 150 stores in its 70s heyday, and her mother Chekkie Maskell was a topmodel, even wearing the original Made in Heaven designs.
Chloe, along with her three sisters, grew up in denim, dividing their father’s precious vintage stock and showing their early entrepreneurial streak by selling the surplus jeans to friends at a profit.
Chloe’s father himself wore jeans every day (even to weddings and funerals) and regularly serenaded his girls with his favourite song, Neil Diamond’s ‘Forever in Blue Jeans’.
After completing her schooling at Bedales and her BA degree in Womenswear Design at Central St Martins, London, Chloe began work at Nicole Farhi, first as assistant to Nicole and later working on the successful ‘Farhi’ jeans line and 202 shop. Here she learned many of the fundamental skills required to run a successful business and was.
Originally established in the 1960’s as ‘Made in Heaven’, it was named so because it had only one goal to provide the most perfect fitting, bum enhancing, leg lengthening jeans around. Worn by all the coolest girls in town, from Jane Birkin to Farrah Fawcett, they were sold around the world, and in what was undoubtedly their showcase, the legendary Jean Machine stores. Owned by infamous rag-trade magnate Tony Lonsdale, the man referred to as London’s ‘Blue Jean King’ and his wife, top model Chekkie Maskell, Jean Machine sold jeans and only jeans and was a retail phenomenon that made MIH a success, and jeans the essential we know today.
The iconic brand has now been revived by Tony and Chekkie’s daughter, (and goddaughter of MIH founder), Chloe Lonsdale, who has revisited the archives to offer, once again, what every woman wants. The jeans are brilliantly cut to flatter the figure and combined with their authentic London Heritage and retro modern vibe, offer a more timeless, classic product than all the LA denim labels. While the image has been updated, the goal still remains the same; using only the highest quality fabrics and the utmost attention to detail to create garments that will not only look good, but last a lifetime . . . or at least another generation!