Bonds, an Australian icon since 1915, has become a household name with a deep connection to everyday life across the country. Their national campaign, "As Worn By Us," launched in April 2024, highlights how Bonds products, from underwear to socks, are found in nearly every Australian's wardrobe, spanning generations from infants to centenarians.
To bring the campaign to life, Bonds captured over 100 portraits of Australians in their well-worn Bonds, each sharing personal stories and glimpses of daily life. These images were transformed into billboards that appeared across the nation.
In a move that pushes the boundaries of design and innovation, Bonds teamed up with Melbourne-based brand Bugskin to upcycle these billboards into limited-edition tote bags. Kedda Ghazarian, Bonds' Head of Marketing, explained, “These tote bags celebrate the individuality of those featured in the 'As Worn By Us' campaign and highlight the diverse beauty of our nation.”
It takes about four weeks to transform the billboards into a collection of 100 unique bags. The process involves cutting the billboards into pieces, then carefully stitching them together with silver hardware, seatbelt straps, and PVC to create one-of-a-kind products.
Bugskin founder Nick Chin expressed pride in the collaboration, stating, “Partnering with such a legendary Aussie brand is an honor. Together, we emphasize the power of personal expression and the strength found in diversity, creating a culture of inclusivity.”
This project also aligns with Bonds’ sustainability efforts, reducing waste by repurposing billboard materials and helping the brand contribute to a circular, zero-waste economy, part of the larger sustainability mission of its parent company, HanesBrands.
To bring the campaign to life, Bonds captured over 100 portraits of Australians in their well-worn Bonds, each sharing personal stories and glimpses of daily life. These images were transformed into billboards that appeared across the nation.
In a move that pushes the boundaries of design and innovation, Bonds teamed up with Melbourne-based brand Bugskin to upcycle these billboards into limited-edition tote bags. Kedda Ghazarian, Bonds' Head of Marketing, explained, “These tote bags celebrate the individuality of those featured in the 'As Worn By Us' campaign and highlight the diverse beauty of our nation.”
It takes about four weeks to transform the billboards into a collection of 100 unique bags. The process involves cutting the billboards into pieces, then carefully stitching them together with silver hardware, seatbelt straps, and PVC to create one-of-a-kind products.
Bugskin founder Nick Chin expressed pride in the collaboration, stating, “Partnering with such a legendary Aussie brand is an honor. Together, we emphasize the power of personal expression and the strength found in diversity, creating a culture of inclusivity.”
This project also aligns with Bonds’ sustainability efforts, reducing waste by repurposing billboard materials and helping the brand contribute to a circular, zero-waste economy, part of the larger sustainability mission of its parent company, HanesBrands.