Here’s a new development that font snobs and denim aficionados obsessed with heritage brands will equally appreciate. M.i.h. Jeans is launching its pre-spring collection—inspired by artist Niki de Saint Phalle, known for the large-scale bright sculptures she created while living in La Jolla in her later years—with a reworked website and new logo. The British line, designed by Chloe Lonsdale and founded by her parents in the 1970s, now has a label rendered in the Futura sans-serif typeface. The font, prominently filling screens in all of Wes Anderson’s films, was also a favorite of director Stanley Kubrick who used it in one sheet posters for 2001: A Space Odyssey (1968) and for Eyes Wide Shut (1999). Collectors who own piles of the denim—with various labels—can begin to sort through and catalog their finds by font. Let the games begin.

By Elizabeth Varnell

 

Pictured: A look from the M.i.h. Jeans pre-spring collection.
Photo courtesy of M.i.h Jeans

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