General Pants Co, the Australian multi-brand retailer loved by Bondi hipsters and teenage girls alike has just jumped across the pond to set up shop in the United States.
Located in the La Brea area of Los Angeles, ‘The Local by General Pants Co’ is the retailer’s first-ever U.S. store location. The boutique carries a nice cross-section of Australian brands that are mostly new to the LA market, cementing Australia’s presence in the American city with Aussie wardrobe staples like Ksubi, Insight, Arvust, Spencer Project, Zanerobe, Rolla’s, Barney Cools and Neuw.
“With a number of great Australian designers in high demand we thought it was time for a multi-brand concept to break in. Multi-brand retail is nothing new in the States, but we feel there’s room to carve out a niche by keeping the brand mix tight and purely Australian,” said General Pants CEO, Craig King.
Along with GP’s bricks and mortar presence, the retailer will launch an e-commerce site and a second store in New York later this year.
To create a bit of buzz around General Pants’ move to LA, the retailer will be activating a series of events over summer showcase the brand’s cultural influences like music, fashion, and urban subcultures.
If you’re living that LA life, you can find The Local. 132 by General Pants Co at 132 S. La Brea Ave, Los Angeles.