11 hours ago | By WGSN Insider
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Jun 07, 2016
General Pants Co., the Australian multi-brand retailer known for delivering the best brands in youth culture has arrived in the US; the La Brea area of Los Angeles to be exact.
The boutique called The Local by General Pants Co, is the retailer’s first-ever U.S. store location. It carries a carefully curated collection of Australian brands mostly new to the LA market. Additionally, The Local will launch a U.S. specific e-commerce site www.thelocalgpc.com and a second stateside store location in New York city later this year.
Located at 132 S. La Brea Ave in the heart of West Hollywood, the store officially opened its doors June 1st, 2016.
The Local store will act as a concept and event space as well as a traditional bricks and mortar retailer.
Throughout the summer of 2016 General Pants Co. plans to activate a series of events that will showcase the brands cultural influences such as music, fashion, and urban subcultures.
Also located on site will be the General Pants Co.’s wholesale office and showrooms to further help inject great Australian designers into the U.S. market via a select group of renowned retailers.
“With a number of great Australian designers in high demand in America 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 Co. CEO Craig King
The Local’s Australian portfolio of brands available at the La Brea store include: Ksubi, Insight, One Teaspoon, Zanerobe, Neuw, Rolla’s, The People Vs, Arvust, Spencer Project, Alice in the Eve plus a select group of new inclusions to General Pants Co. stores.
The Local. 132 by General Pants Co is located at: 132 S. La Brea Ave, Los Angeles, CA 90036
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