Jean Genie, reworked denim dungaree overalls

This month’s ‘meet the creative’ is Rebecca McNicol – Becky’s brand is The Jean Genie, reworked denim jeans, into super cute dungaree overalls.

Becky writes: “I never set out to start a business.”

Honestly? I just wanted to make my son something comfy to crawl, climb, and roll around in. Something that looked cute but could survive a full day of playing at the park, digging in mud, and somehow getting yoghurt everywhere.

What I didn’t expect was that those first few stitches would lead to a full-blown small business, and that my very messy spare room would one day become the headquarters of The Jean Genie.

But here we are. From Paint Splatters to Pattern Cutting

Before all of this, I spent my days with lots of tiny humans aged 3 to 5, as an Early Years Practitioner.

Think muddy welly walks, outdoor kitchens made of leaves and old yoghurt pots, and lots (and lots) of messy play. Working in that environment taught me loads, but one thing that really stuck with me was what children actually need from their clothes.

Not the kind of stuff you see on mannequins in the shops – stiff, awkward, or designed for standing still (which, let’s be honest, kids rarely do).

I’m talking about real, play-ready clothes that are soft, flexible, easy to move in, easy to wash, and strong enough to be worn on repeat. So, when I had my own kids, I brought that same mindset home. I looked out an old pair of Levi’s from my wardrobe and I started sewing.

So Why Vintage Levi’s?

Every pair of dungarees we make is one-of-a-kind, crafted from reclaimed vintage denim. I love the process of unpicking those jeans, finding the best bits, and transforming them into something joyful and wearable for your wee ones. Each pair tells its own story, with subtle fades, textures, and wear that you just can’t replicate in new fabric. And beyond the magic, it just makes sense.

Because honestly: fast fashion is a disaster

It’s wasteful, exploitative, and, if you’ve ever bought a pair of toddler jeans that fell apart after two washes, you’ll know it’s often not even that practical. Sustainability is at the heart of The Jean Genie. Using secondhand denim means we’re actively reducing textile waste, breathing new life into materials that would otherwise end up in landfill. It’s a small thing, but lots of small things add up. There’s also something beautifully circular about it.

Jeans that once belonged to someone in the 80s or 90s, now getting a second spin around the block on a kid in 2025.

That’s fashion with a bit of soul. And let’s not forget, denim is tough. Vintage denim, especially, was made to last.

It’s been broken in beautifully over time, which means it’s lovely and soft on little legs, but still sturdy enough to stand up to rough-and-tumble days.

So, If Vintage Denim Is So Great… Why Isn’t Everyone Using It?

Honestly? Because it’s hard work. Vintage denim is beautiful, it’s strong, soft, worn-in by time in all the right ways. It’s often far better quality than what’s on the shelves today, and it’s much kinder to the planet. But unlike ordering rolls of new fabric, working with second hand denim means every pair of jeans has to be unpicked, washed, sorted, and carefully cut to make something new.

Reworked denim dungaree overalls

And let me tell you, unpicking jeans is a killer on the fingers and I swear I have gained muscle from ripping apart those seams!!

Also, no two pairs of jeans are the same. There are funny seams to work around, pockets in tricky places (coin pockets, i’m looking at you!), and that one pair that looks perfect until you notice some big mark that only appears in specific lighting (cry!).

It’s slow, scrappy, and full of problem-solving – but that’s also what makes it special. For big companies, it’s not cost effective. But for a small business like mine, it’s worth it.

Because I know every piece has a story, and I’d rather spend a bit more time making something meaningful than mass-producing something forgettable. So that’s why not everyone’s doing it. But I am, and I think that matters.

What Makes The Jean Genie Different?

There are a few things that really matter to me when it comes to the clothes I make. And they’re stitched into everything I make. I guess you could call them our core pillars.

● Comfort: If it’s not comfy enough to wear to the park, down a slide at soft play, and on a long car ride with snacks, we aren’t making it.

● Durability: These clothes are made to be lived in; scraped, washed, rolled in, and handed down again and again.

● Sustainability: Fast fashion is rubbish. Really. It’s built to fall apart, clogging up landfills and draining resources. Reworking vintage denim means we’re not just reducing waste, we’re making use of fabrics that are genuinely better quality than a lot of what’s being made now.

● Uniqueness: No two pieces are the same. Every pair of dungarees or dress is a one-off, which I think makes them even more special.

● Nostalgic coolness? – Not sure if that’s a thing. But we are all about those retro vibes.

So, what’s this about interchangeable straps?

One of my favourite little details is the interchangeable straps. I designed them myself as a way to add flexibility and a bit of fun to each pair of dungarees or dress.

They come in lots of cheerful colours and they’re super handy for extending the life of a piece or just giving it a fresh look. I also release limited edition strap drops from time to time, often using special prints or colours I’ve only got in small quantities.

It’s a lovely way to keep things feeling playful and seasonal, without overproducing or wasting materials.

The Joy (and Juggle) of Doing It All Around Two Kids

Running a small business around two small children is… well, let’s just say it’s not boring.

And it’s mostly just me over here – dreaming, designing, sewing, packaging, marketing, photographing (sometimes questionably), and replying to every message with probably one too many exclamation marks. Sometimes my children help, they are proud product testers, delivery guys, sometimes models and the youngest is more of a denim “quality control officer” (aka unraveller of neatly stacked piles).

I’m also lucky enough to have my very supportive partner, Blair, who has also been roped in as website guy, spreadsheet order guy, and general ‘Mr Motivator’.

But every bit of it feels like something we’ve built together. As for my kids, I do think there’s something really powerful about showing them what it means to build something from scratch. To work with your hands, to care about the planet, and to find joy in creating things that last.

I love that when someone buys from The Jean Genie, they’re not just buying a piece of clothing – in these reworked denim dungaree overalls. They’re supporting a mum, a maker, and a small, slow business that believes in doing things a little differently.

Come Along for the Ride

This little business is built on slow stitches, second hand denim, and a big belief that kids’ clothes should be made to last.

If you’re after something that feels thoughtful, soft, sturdy, and a little bit special, you’ve found the right place. I tend to share the messy middle bits over on Instagram – the work in progress, the denim piles, the good ideas (and the ones that don’t quite go to plan).

And because everything’s handmade and every pair is unique, I work on a ‘made to order’ model with a turnaround of about 4 – 6 weeks. It’s also worth following along there for those limited edition strap drops.
Thanks for being here. Whether you’re cheering from the sidelines, shopping, or just quietly
following along, it really means a lot. Also, thank you if you made it to the end of this waffle!”

Visit the website: The Jean Genie

Follow Becky on instagram: @the.jean.genie.co