Australian innerwear business Bonds has partnered with Melbourne-based label Bugskin to repurpose its past billboard skins.
Bugskin will sell a limited edition upcycled tote bag and pouch, made from the skins of Bonds’ recent ‘As Worn By Us’ campaign that ran earlier this year. The campaign captured over 100 portraits of Australians across the country wearing Bonds at every year of life from ages 0 to 100.
“We’re so excited by our partnership with Bugskin and the opportunity to breathe new life into our billboards through this recycling initiative,” Bonds marketing manager Liz Coburn said.
“As Worn By Us is all about celebrating the iconic place that Bonds has in Aussie culture – now not only can you wear our undies and socks, but our billboards too.”
It takes around four weeks to complete a full collection of bags, from sourcing the billboards to the final product. The process involves opening and cutting the billboards into manageable pieces and then preparing the material to be upcycled. Each of the panels are then combined into unique pieces, which are then sewn together using silver hardware, seatbelt straps, and PVC (vinyl).
Due to the cutting and piecing together, each bag and tote is unique.
“I was very fortunate to be discovered by Bonds,” Bugskin founder Nick Chin said. “Partnering with such an iconic Aussie brand and a household name, is such an honour.
“Our values as a brand resonate with Bonds' 'As Worn By Us' campaign as we both celebrate individuality, uniqueness, and inclusiveness. Together, we highlight the beauty of personal expression and the strength found in diversity, fostering a culture where everyone feels valued and included.”
The bags will be sold via the Bugskin website from tomorrow, August 22, with the tote bag retailing for $179 and the pouch selling for $70.