Half Lives

Background

For the last six years, Levi’s has been releasing special edition couple T-shirts for Valentine’s day. However, interest was waning. For 2007, Levi’s collaborated with two Malaysian award-winning fashion designers to create Levi’s Tee For Two couple tees. Priced at US$27.60 per set, there were four designs to choose from. Each design formed a complete picture when the male and female tees were placed next to each other. Levi’s needed to bring the couple tees to life again in order to generate product interest and drive sales.