So what is worth hyperventilating over this late night?

According to WWD, the mass-market-yet-still-cool Japanese brand Uniqlo, has unveiled the name for the collection that has Jil Sander in charge. Called “+J”, the logo is true to the minimalist aesthetic of the legendary designer, who signed a “design consulting agreement” with the brand.

I’m really happy with the choice of font, a simple sans serif. I like that the design is applicable to both Jil Sander and Uniqlo — minimal for the former, basic for the latter, and functional yet stylish for both. I also like that it looks like a cheeky, happy, winking face — am pretty sure this collection will be bringing an unprecedented level euphoria for many (Jil Sander for $80!).  In fact, if the shirt that the logo sits on in the picture above is a prototype, I’m adding that to my To-Buy list now. Looks like the perfect white shirt, which is one of the perennially impossible things to find.

The +J collection will include men’s and women’s apparel, plus accessories, at Uniqlo flagship stores and the brand’s website. Here’s hoping Singapore’s on the list, because I’m pretty sure this hype will be worth it.