Levi's Basics

MAD Projects Industries has stripped down Levi's Basics to a bare minimum. Undergarments are packaged multi-functionally with a universal substrate of wood. The boxer Brief is pouched in kraft paper, slipped into a cardboard box and embellished with a polka-dotted match-strike. The "Truck" is stored in a tray box, printed with wood grain and finished with the garment logo. Finally, rediscovered Long Socks of Mr. Strauss are "hipsterified" and tucked inside a mason jar with a bonus needle and thread. 

 

"To launch Levi’s Basics, the brand’s new line of men’s socks, t-shirts and underwear, Mad Projects (the licensee behind the brand) knew they had to think outside of the traditional 3-pack of briefs. With a product that stands out for its traditional denim elements, they wanted a package that was both aesthetically pleasing and functional. Each package of the 3 Series line is designed to be a keepsake, a memento and used for more than just holding boxers on store shelves."

"The 200 series box is designed as a working match strike. The 300 series is a resealable Tyvek bag, perfect for keeping coffee grounds fresh. And the 400 series is made of authentic wood paneling."

 

Underwear designed by MAD Projects Industries

Socks designed by GBH Design

Client: Levi's

Country: United States, United Kingdom

City: New York, London