General Pants Co.
| Company type | Private |
|---|---|
| Industry | Retail, Fashion |
| Founded | April 20, 1972 in Sydney, Australia |
| Founder | Tom Tsipris, Bronwyn Tsipris |
| Headquarters | Sydney , Australia |
Area served | Australia, New Zealand |
| Products | Streetwear, denim, skate apparel, surfwear |
| Parent | Alquemie Group |
| Website | www |
General Pants Co.—commonly referred to as General Pants—is an Australian retailer specialising in fashion with a focus on streetwear, denim, skate apparel, and surfwear sourced from both international and domestic brands. As of May 2022, the company operates a network of 60 stores throughout Australia and New Zealand.
History
Established by Tom and Bronwyn Tsipris on 20 April 1972, the first General Pants outlet opened on George Street near Wynyard in Sydney. Over time, the founders expanded their presence to 20 locations across Sydney’s metropolitan and regional zones.
In 1979, the business acquired the NSW-based Surf Dive ‘n' Ski chain, which was developed in tandem with General Pants’ own expansion.
Ownership changed hands in 1995 when the Tsipris family sold General Pants to the Smorgon Group. Later, in 2005, the Surf Dive’n Ski stores were divested to the Smorgon / Jetty Surf Group before eventually being acquired by Billabong. On 1 November 2010, Billabong purchased 38 retail outlets—including two licensed Billabong stores—for an estimated $35 to $45 million.
In May 2022, the Victor Smorgon Group sold General Pants to Alquemie Group in a transaction valued at over $60 million.
Major Label
In 2010, General Pants Co. collaborated with Peer Group Media to introduce the Major Label music initiative. By April 2013, Major Label had evolved into a fully owned record label under General Pants Co., providing artists with ownership of their copyrights, complete creative freedom, and full royalty earnings from digital sales. The label concentrates solely on singles, with scouting and promotional duties carried out by General Pants staff who encourage artists to submit demos via retail outlets. Initial signings included Guineafowl, Circle Pit, High Highs, and Sydney-based Buzz Kull (signed between May and June 2013).
Controversy
In 2011, General Pants Co. encountered public criticism due to a provocative advertising poster depicting a scantily dressed woman being unzipped by another’s hands. This campaign led to 37 complaints lodged with the Australian Advertising Standards Bureau, prompting the company to censor the posters following consumer concerns. At the same time, criticism arose over store staff being mandated to wear "I love sex" badges and the display of nude mannequins. After receiving objections, mannequins were clothed; however, employees continued wearing the badges. Several female employees expressed discomfort with this policy, describing it as "inappropriate," "embarrassing," and "demeaning."
Further reading
- Genevra Leek explores Jess Hart's artistic t-shirt designs for General Pants Co, Vogue.com.au, 5 October 2010
- Ruby Rose captivates the front row at the General Pants runway event during the opening night of the Mercedes-Benz Fashion Festival Sydney, The Daily Telegraph (Sydney), 22 August 2013
- Brittany Henderson features Candice Lake's collaboration with General Pants in InStyle Magazine
- Ingrid Kesa covers the General Pants Halloween celebration in Oyster Magazine, 1 November 2011