General Pants Co’s latest campaign is all about denim

It’s in our veins.

General Pants Co. has released its seasonal denim campaign, It’s in our Veins. And boy, is it comprehensive.

The retailer has enlisted the help of some cool kids to showcase the new offering from Dr. Denim, Insight, Ksubi, Lee, Neuw Denim, Nudie Jeans, Rolla’s and Wrangler.

ARIA award-winning musician Montaigne, actor Sean Keenan, content creators Culture Machine, surfer Alex Hayes and style influencer Rachel Tee Tyler join a lineup of campaign models for the new season, offering an intimate look into the role denim plays in their lives.

Here’s a little more about what you can expect from the drop:

Anti-fit styles: think loose-fitting, mom jeans. For those who like their denim a little more tapered, there’s also a selection of ‘skinny straight’ cuts.

Rigid fabrications: a nod to the ’90s is seen with this 100 per cent cotton denim. It’s a tougher, heavier fabric that’s vintage in its essence.

Ripped and deconstructed finishes: here GP is all about raw hemlines, ripped knees and purposeful wear and tear.

Vintage blues and dark washes: vibrant blues are yet to leave staple status, with vintage washes coming in a close second. Dark, inky washes are the new season black.

You can shop the new denim collection in-store and online now.


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