MINED Issue 3: Never MINED

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Published in October 2001. MINED, a palindrome of the word ‘denim’, was a biannual collectable publication created by Tank for Levi’s RED.

Never MINED takes on the spirit of craft and combines it with the Sex Pistol's now classic retort, "Never mind the bollocks". In a culture dominated by consumption, MINED is for production. It wants to make a maker out of everyone because it believes that everyone is an original. Define yourself not by what you consume, but by what you can create.

The publication won the D&AD Yellow Pencil Editorial and Book Design Award in 2002.