If you have a strange feeling that you know the Matsumura Fishworks name, but you’re having trouble placing it, you’re not alone. The brand hopped aboard a rocketship to global fame in the late 90s, and it lives to this day in your nostalgia center. Unfortunately, as time went on, the cartoony-looking identity became something of a punch line in the industry. And so, Matsumura Fishworks approached Ivor Andrew in 2019 for a much-needed rebrand. The resulting work is modern, elegant and painstakingly intentional. The new look still looks great on shirts and hats, but for the first time, it can be worn with a straight face.