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Made in Heaven, founded in 1969, was the first British denim label. The brand was launched during the seminal rise of London’s youth counter-culture and the global emergence of jeans as the uniform of choice for the young, the hip and the rock ‘n’ roll.
In the early 70s, Made in Heaven, was the first denim label in Europe to design flares. The first flare was the Marrakesh flare, reflecting the trend for Western travellers to embark on the hippie trail to the east, seeking enlightenment and spirituality.