Justin Tapley
Jun 17, 2025
Unboxing Intent: LML Clothing by Halfwait Reveals Its New Packaging and Branding Direction
In a world where fast fashion often leads to forgettable experiences, LML Clothing by Halfwait is shifting focus back to meaning, beginning with how customers first engage with the brand: the unboxing.
The independent streetwear label, already known for its minimalist design, sustainable sourcing, and music-rooted origin story, has officially unveiled its new brand packaging and visual identity system, a bold move that reflects both its global ambitions and unwavering commitment to authenticity.
“Our packaging isn’t just functional.
It’s the first touchpoint in what we want to be a long-term connection,” says Jonathan Barca, founder of LML Clothing and frontman of Australian rock band Halfwait.
“We wanted it to feel intentional, like the same energy we put into a live show, or a vinyl drop, was now being carried through every detail of the brand.”
Conscious Design with Global Reach
LML’s new packaging is 100% recyclable, made using FSC-certified materials and locally sourced soy-based inks for all printed matter.
The garment tags and tissue wraps have also been redesigned, featuring signature ‘Live My Life’ script graphics, minimalist monochrome tones, and subtle nods to the brand’s music heritage, including a printed QR code that links to exclusive behind-the-scenes media, unreleased demos, and campaign look books.
In a time when many streetwear brands chase hype, LML continues to invest in building substance.
This packaging launch isn’t just a design update, it’s part of a broader storytelling arc that ties together the brand’s fashion collections, record label (LML Records), and growing wholesale presence across the U.S. and Europe.
What’s New in the Unboxing Experience:
• Branded recycled shipping boxes with minimal exterior markings and QR scan reveal
• Premium garment sleeves made from biodegradable poly alternatives
• Fold-out poster inserts featuring artwork from Halfwait’s new Live My Life Vol. 1 album
• Custom hang tags with printed coordinates of Sydney, a nod to the brand’s roots
A Streetwear Label That’s Designing With Depth
LML’s packaging rollout follows a wave of editorial attention, exclusive retail sampling, and the upcoming dual release of its graphic “Live My Life” capsule collection and debut compilation album under the LML Records banner.
Every detail, from the muted colour palette to the tactile textures is a reminder that LML isn’t here for fleeting trends.
It’s a slow-build movement designed to resonate.
“It’s not just about what’s in the box.
It’s the message the box carries, to live deliberately, to create freely, and to never water down your vision.”
– Jonathan Barca
About LML Clothing by Halfwait
LML (Live My Life) is an independent streetwear brand founded by Australian musician Jonathan Barca. Rooted in the DIY culture of alternative music and driven by a mission to build meaning into fashion, LML produces minimalist apparel, Italian-crafted footwear, and multimedia storytelling through its in-house label, LML Records.
Media Contact:
Jonathan Barca
Founder & Creative Director