Where GUESS Style Comes to Life
The lifestyle blog and event hub for GUESS and Marciano — featuring campaign launches, in-store celebrations, sweepstakes, and style editorials from the world of GUESS.
"Because some things never go out of style." — Celebrating the GUESS + Marciano Spring '18 Campaign
Upcycle Old Denim Into a Custom Tote Bag for Aussie Wardrobes
Every Australian wardrobe seems to have a forgotten pair of jeans tucked away at the back of a drawer, perhaps an outdated pair of bootcuts from a Melbourne market stall phase or a stiff rigid pair picked up in Sydney during a westfield sale that never quite broke in. With textile waste becoming a real talking point across the country, particularly as fast fashion piles up in op shop donation bins, finding a second life for these pieces feels like a small but meaningful win. Instead of letting your old denim quietly disintegrate, you can transform it into a sturdy, custom-made tote bag that carries groceries, library books, or your everyday essentials.
The beauty of working with denim lies in its heritage as workwear fabric, woven tight enough to handle the weight of textbooks, gym gear, or a haul from your local farmers' market. By upcycling, you sidestep the environmental cost of buying new canvas, and you end up with a one-off piece that no high-street store can replicate. Whether you are a seasoned sewer working from a sunlit Brisbane verandah or a complete beginner armed with a needle and thread, this project scales beautifully to your skill level.
Choosing the Right Denim to Upcycle
The first decision is what to actually cut up. A pair of adult-sized jeans yields roughly one large tote, while a denim jacket can produce a smaller structured bag with built-in panelling from the back yoke. Vintage pairs found at Salvos or Vinnies often have a softer hand-feel because the cotton has been washed countless times, which makes them easier to sew and gives the finished bag a lived-in look from the start. Heavier rigid denim holds its shape more firmly and creates a structured silhouette reminiscent of the kind of sturdy carryall you might spot in a Brunswick Street homewares shop.
Think about the parts of the garment you want to feature, because the existing construction is your friend rather than your obstacle. Back pockets make ready-made external compartments perfect for a phone or transit card, while belt loops and button flies can be repurposed as decorative closures. If your jeans feature contrast stitching, fading at the thighs, or even a small tear you have grown fond of, those details become features rather than flaws. Locals shopping at weekend Trash and Treasure markets in Adelaide or Paddy's Markets in Sydney can often pick up suitable candidates for just a few dollars, which keeps the project affordable as well as sustainable.
Tools and Materials You'll Need
You do not need a fully kitted sewing room to tackle this project. A basic sewing machine, sharp fabric scissors, denim needles, coordinating thread, pins, and a measuring tape will get you through almost every step. A seam ripper is helpful for taking jeans apart cleanly without shredding the fabric, and a tailor's chalk or washable fabric marker lets you sketch your pattern pieces directly onto the denim. If you are in Australia and do not yet own a machine, Spotlight and Lincraft stock entry-level models that are perfectly capable of stitching through several layers of denim.
For finishing touches, consider investing in some interfacing to reinforce the strap areas, especially if you plan to load the bag with heavy items like textbooks or jars of preserves from a weekender trip to the Barossa. A small grommet kit allows you to add metal eyelets if you want to thread ribbon through the top edge, and a set of fabric paint pens can let you doodle a personal motif across the bag's front panel. You will also want a sturdy cotton webbing or salvaged belt to use as the handles, since hand-stitched straps can be uncomfortable under the weight of a full load. Local hardware chains such as Bunnings carry webbing by the metre in neutral shades that pair well with indigo denim.
Cutting and Deconstructing Your Old Denims
Lay your jeans flat and study the construction. The legs provide the largest rectangular pieces, which become the front and back panels of the tote, while the lower portion of the legs near the hem offers a thicker, double-stitched edge that works brilliantly as the bag's reinforced base. Use the seam ripper to unpick the inseam and the side seam up to the crotch, then carefully open the leg out flat. Press the fabric with a hot iron to flatten the creases left from years of wear, paying attention to the Australian summer climate, which can leave jeans stored in hot wardrobes with a stubborn set.
Before cutting, sketch a simple pattern: two equal rectangles for the front and back, two narrower strips for the side gussets, and two long loops for the handles. Allow at least one and a half centimetres of seam allowance on every edge, more if you are a beginner and want some wiggle room. Lay the pattern pieces on the opened denim, orienting the original hem along the bottom of the bag so you get a ready-stitched finish without any extra work. Mark your cutting lines clearly, then cut slowly with sharp scissors to avoid jagged edges that fray after washing, and keep the discarded scraps for smaller projects like coasters or hair scrunchies.
Stitching the Tote Together
Pin the front and back panels to the side gussets with right sides facing, then sew along the long edges to create a tube. Flatten the tube so the gusset seams line up with the side edges of the front and back panels, and sew across the base, sandwiching the gusset into the corner seam to create a boxed bottom that adds depth. If you prefer a more relaxed slouchy shape, skip the boxing step and simply sew straight across the bottom for a flatter, beach-tote silhouette ideal for a coastal walk from Coogee to Bondi.
Attach the handles by pinning them to the top edge of the bag, four to five centimetres in from each side seam, and sewing a strong box-and-X stitch to reinforce them. This is the area that takes the most stress, so take your time and consider stitching over the attachment point three or four times for extra durability. If you have salvaged a leather belt from an op shop find, the buckle can sit at the front of the bag as a striking design element, lending the finished piece a touch of workwear character that pairs effortlessly with denim-on-denim looks and the kind of effortless layering currently trending across Australian fashion week runways.
Styling, Caring for and Wearing Your Finished Bag
Once your tote is complete, give it a gentle wash inside out on a cold cycle to remove any chalk marks and to soften the fabric further. Hang it to dry in the shade, since the harsh Australian sun can fade indigo dye quickly and weaken cotton fibres over time. Spot-clean between washes to keep the bag looking fresh, and patch any new wear points as they appear rather than letting small holes grow. A well-made denim tote should last for years and will continue to soften and fade in character with every use, much like a favourite pair of jeans.
Styling the bag is where the fun really begins. Pair it with a crisp white tee, high-waisted shorts, and sneakers for a casual weekend look suited to brunch in Surfers Paradise, or layer it over a slip dress and ankle boots for an evening edit that nods to the current denim-everything trend. The pockets, hardware, and contrast stitching all become little conversation starters, and the bag slots neatly into the wardrobe of anyone who values slow fashion over fast trends. For readers wanting more project inspiration, the latest GUESS campaigns often highlight seasonal styling ideas you can translate into your own handmade pieces.
| Denim Source | Approx. Yield | Difficulty | Best For |
|---|---|---|---|
| Adult jeans (one pair) | 1 large tote with boxed bottom | Beginner-friendly | Everyday carry, grocery runs |
| Denim jacket | 1 small structured bag | Intermediate | Evening out, market visits |
| Kids' jeans | 1 mini crossbody or pouch | Easy first project | Travel, organising handbag |
| Vintage rigid selvedge | 1 statement tote | Advanced | Heirloom gift, showcase piece |
If you are keen to take your new accessory out for a spin, keep an eye on upcoming brand events where handmade and upcycled fashion is celebrated, and consider bringing your finished tote along as a styling talking point.
Campaigns
From the GUESS Summer 2017 campaign to the Jennifer Lopez x GUESS + Marciano Spring '18 collection, GUESS Journal showcased seasonal advertising and celebrity collaborations. Charlotte McKinney, a #GUESSGirl, shared her spring shopping list — every piece under $100 — as seen on E! News. The Marciano Pre-Fall 2017 collection brought runway-inspired trends to stores with a three-day fashion event.
In-Store Events
GUESS and Marciano stores hosted memorable events across the US and Canada. The Chasing the Sun Events on June 9, 2018 featured live DJs, in-store treats, and a Ping Pong Paddle Set for GUESS List members with a $125+ purchase. Marciano Summer Store Events offered VIP treatment, sweets by Sugarfina, sparkling sips, triple points, and a custom embroidered straw beach hat with a $200+ purchase.
#DenimDay Europe
GUESS?, Inc. joined Fundación Ana Bella and Peace Over Violence in Barcelona to kick off #DenimDay Europe. Paul Marciano, Co-founder and Creative Director of GUESS?, Inc., delivered a keynote speech. Elsa Pataky served as the official #DenimDay Spain Ambassador, with fashion blogger Honey Dressing also in attendance. DenimDay was observed on May 27, 2016 in Europe and April 27, 2016 in North America.
Get in Touch
Questions about past events, campaigns, or the GUESS Journal? Reach out and we'll get back to you.