The first in a series of designs for British Home Stores menswear department. Initially they had approached Electrosigns seeking a sign using different sized letters and fonts, they also wished to have each letter being a different sign type where possible (cold cathode, neon, built up letters etc).
This went through a series of redesigns after they decided to change the sign itself from Menswear, to Denim and finally simply to Jeans. The idea of certain signage types being used was also dropped as it did not have the desired effect and could have served as a detriment to the final design.