The Bleach Project was born from two artists on separate paths that naturally found their way back to each other.

For Joe — a lifelong hairdresser with an instinctive, hands-on creative style — bleach splatters on her clothes became a part of daily life. Instead of discarding her ruined pieces, she transformed them. She shaped accidents into patterns, turned stains into intentional art, and unknowingly created the first seeds of the brand.

Clients began asking where her clothes were from.

A language was forming.

For her daughter Bella, creativity grew through painting, customising, and crafting detailed bleach artwork on clothing. What began as experimentation became intricate, refined, expressive—each piece a balance of discipline and intuition.

Two creatives, two styles, one medium: bleach.

In 2025, their individual journeys merged into one shared vision.

The Bleach Project became the natural evolution of everything that came before it.

Our Philosophy

We believe in the beauty of what already exists.

In giving garments a second life, a deeper story, and a new identity.

Sustainability is not a trend for us — it is the foundation of The Bleach Project.

Every piece begins with purpose: sourcing high-quality vintage garments that were built to last — strong zips, structured denim, thick cottons, the craftsmanship modern fashion often forgets. We refine them, rework them, and transform them into one-of-one statement pieces.

As the brand evolves, our commitment remains the same.

Alongside our reworked vintage collections, we curate first-hand pieces through carefully selected wholesale partners who prioritise eco-conscious production, responsible materials, and ethical supply chains.

New or old, every garment we touch must carry the same integrity.

Luxury, for us, is not excess.

Its intention, longevity, and the quiet confidence of knowing your clothes are crafted with care — for the planet and for the person wearing them.

Mother + Daughter

This brand is built on generational creativity.

For Jonesy, it’s reclaiming identity through bold, expressive design after years of putting herself second.

For her daughter, it’s the contrast — quiet tones disrupted by intentional bursts of artistry.

Together, they create pieces that feel personal, wearable, and quietly powerful.

For the woman or man who prefers minimalism but isn’t afraid of statement.

For those who want to feel seen without need of being loud.

The Bleach Project Aesthetic

Editorial restraint.

Raw craftsmanship.

Effortless boldness.

Every piece carries:

• thoughtful design

• intentional imperfections

• art-led bleach textures

• one-of-one individuality

Each garment holds the marks of the process — always refined, never rushed.

As we grow, our vision expands:

to design our own fabrics, to create cut-and-sew pieces with the same individuality, and to maintain the integrity of one-of-one craftsmanship at the heart of everything.

The Vision

The Bleach Project is not just clothing.

It’s transformation.

It’s identity.

It’s the art of becoming something new — again and again.

Welcome to The Bleach Project.

Where reinvention becomes luxury, and individuality is the only true statement piece.