Japanese brand Things That Matter has just launched, but there is already a number of lookbooks in their socials. The brand picked Base&Bloom by Naum Type for the logo and texts on trouser waistbands and elastic ribbons.
Base&Bloomis a response to the lack of display sans type and abundance of swashed serifs. In this typeface, swashes are rather an integral part of the glyph than a decorative accessory. Certain glyphs have as many as 10 alternates, ranging from sophisticated calligraphy to determined Brutalism.
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