Having specialised themselves in jeans since 1972, it’s fair to say that General Pants Co have denim intertwined in their DNA, which explains their new It’s In Our Veins campaign.
No matter which tribes or subcultures you identify with, it’s almost certain that you own a pair of jeans – whether you like them spray-on or tapered, frayed or clean cut, acid wash or jet black. ‘It’s In Our Veins’ aims to showcase the arsenal of denim styles available at General Pants’ stores, which include our personal faves Ksubi and Nudie, as well as tried-and-tested brands like Lee, Wrangler, Dr Denim and more.
The campaign was photographed by Levon Baird, and stars models including Taylah Roberts from Australia’s Next Top Model. The images provide you with some starting points on how to wear your denim, with General Pants championing the relaxed silhouettes for women – meaning that ladies can share denim with their Cool Moms. Meanwhile, it’s all about rips and tears in the men’s department, with the pre-loved look still doing the rounds.
Check out It’s In Our Veins below and shop your denim faves over at GP online:
