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Levi's Basics

by Elizabeth Freeman on 10/20/2014 | 3 Minute Read

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. 

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"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."

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"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."

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Underwear designed by MAD Projects Industries

Socks designed by GBH Design

Client: Levi's

Country: United States, United Kingdom

City: New York, London