Good Genes is more than a denim label, it’s a movement. Rooted in sustainable craftsmanship, it transforms discarded denim into long-lasting pieces that align with a circular fashion ethos. The brand blends clean, minimalist visuals with thoughtful storytelling to celebrate authenticity and intentional style. By prioritising sustainability at every touchpoint, Good Genes delivers timeless denim that empowers consumers to make deliberate, values-driven choices.
BRANDING
BRANDING
THE COLLECTION
THE COLLECTION
MAKE IT GOOD.
This collection transforms discarded denim into timeless pieces that merge style with sustainability, each carrying a story of conscious living and positive change.
Daisy Duke Shoulder Bag
TOTElly Good Bag
MAKE IT GOOD.
This collection…
Bottomless Purse
OUR PACKAGING
OUR PACKAGING
Our packaging is designed for reuse. Each bag can be returned with your discarded denim, which we repurpose into new pieces, allowing the same bag to continue its journey and reducing environmental impact. A simple step, a lasting change.
THE CAMPAIGN
THE CAMPAIGN
THE CONCEPT
Our campaign reimagines the iconic black-and-white denim ads of trusted heritage brands, pairing their familiar imagery with our playful slogan, “but make it good.”
This simple twist turns nostalgia into a statement, aligning Good Genes with timeless style while championing a sustainable future.
