General Pants Co.
Alquemie Group · Australia
General Pants Co. is an Australian youth fashion retailer founded in Sydney by Tom and Bronwyn Tsipris, now owned by Alquemie Group. It sells streetwear, denim, footwear and accessories through stores in Australia and New Zealand and online.
| Founders | Tom and Bronwyn Tsipris |
|---|---|
| Headquarters | Sydney, Australia |
| Owner | Alquemie Group (since 2022) |
| Markets | Australia and New Zealand |
| Website | generalpants.com.au |
What is General Pants Co.?
General Pants Co. is a Sydney based fashion retailer aimed at young customers, specialising in streetwear, denim, skate and surf influenced clothing, alongside footwear, eyewear and accessories.
History
The business was started by Tom and Bronwyn Tsipris, who grew the chain to around 20 stores and bought the Surf Dive 'n' Ski chain in 1979. They sold General Pants to the Smorgon Group in 1995. In May 2022 Alquemie Group acquired the business from the Victor Smorgon Group.
Products and positioning
- Denim and casualwear
- Streetwear and skate inspired clothing
- Footwear, eyewear and accessories
- A mix of international and Australian labels
Distribution
The chain operates stores across Australia and New Zealand, numbering around 55 to 60 in recent years, together with its online store.
Why it matters
General Pants Co. is one of the key youth fashion retailers in Australia, acting as an important stockist for streetwear and denim brands targeting younger consumers in the region.
Frequently asked questions
Who owns General Pants Co.?
General Pants Co. has been owned by Alquemie Group since May 2022.
What does General Pants Co. sell?
It sells streetwear, denim, skate and surf influenced clothing, footwear, eyewear and accessories.