![](data:image/svg+xml,<svg display="block" id="1639508973" role="presentation" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg"><path d="M 12.012 8.274 L 20.118 8.274 L 20.118 12.18 L 12.012 12.18 L 12.012 20.37 L 8.064 20.37 L 8.064 12.18 L 0 12.18 L 0 8.274 L 8.064 8.274 L 8.064 0 L 12.012 0 Z" fill="rgb(0, 0, 0)" height="20.370000000000005px" id="yxLBiWvPK" width="20.118000000000052px"/></svg>)
Turning underwear into grab-and-go retail
TRUTH
Calvin Klein is a global fashion brand that already owned cultural cachet in men’s underwear.
TENSION
But the category still packaged underwear the old way, expensive to produce and limited in where it could sell.
TRANSFORMATION
We reimagined the packaging into a disruptive, cost-efficient format built for vending machines, airports, and hotels.
