J. Crew reached out almost a decade ago when they were first launching Madewell to create the branding to be used on their first women's Jeans line "Rivet & Thread".

At the end of 2020 they reached out again to create a new font and new branding for the newly added men's Jeans line at Madewell.  They sent over an iconic button almost 70 years old from an archival piece of "Madewell" denim and wanted to use that as inspiration. Using the hand drawn "M" on that button the below branding was created tying their past heritage to their new products.

These products are currently live on their site and in stores, as is the original Rivet & Thread branding from years ago. Classic branding is built to stand the test of time like many top brands with iconic heritage.