Did you happen to catch a double-decker denim bus rolling around Sydney yesterday?

It’s certainly something you’re not going to see very often. In fact, we can safely say that yesterday was the first time we’ve ever witnessed a rolling denim vehicle in our lives. And it’s all thanks to GUESS, who took over Sydney with the return of their GUESS Denim Bus, this time reimagined as ‘Destination Denim’.

After cruising around some of Sydney’s most iconic locations, the denim-clad double-decker pulled up for its official launch, where a bunch of Sydney’s fashion set jumped aboard for drinks, tunes and a first look inside. Part mobile store, part travelling billboard, the bus is stacked with new-season denim, GUESS JEANS, ready-to-wear, handbags, fragrances and more.

And now it’s your turn to get on board. Destination Denim will be pulling up at the Overseas Passenger Terminal on Saturday, October 3, before heading west to Parramatta Square on Thursday, October 8, with both activations running from 11am–3pm. Along with getting your hands on the latest GUESS gear, there’ll be exclusive previews, giveaways and plenty of photo opportunities.

Check out how last night’s launch went down in the gallery above.

EVENT: GUESS Destination Denim Bus Launch
LOCATION: Sydney, NSW
DATE: September 28th, 2026
PHOTOGRAPHER: Jack Bennett / Life Without Andy