Online surfwear retailer SurfStitch is to start stocking General Pants’ 11 private label brands after forming a long-term collaboration with the casualwear brand. 

And the e-commerce business expects to work with new and existing brands to continue to broaden its offer on the platform during the months ahead. 

Richard Facioni, executive chairman of Surfstitch parent Alquemie Group, described the partnership as part of a broader plan to grow SurfStitch’s consumer value proposition via the marketplace.

“Recently we’ve seen macro trends in retail accelerate, including retailers and brands collaborating and actively working together to grow their respective businesses,” he said. 

The 11 General Pants brands available from today include the denim labels Insight, Neon Hart, Arvust and Alice In The Eve, covering men’s and women’s clothing, and accessories. 

Sacha Laing, CEO, General Pants Co, expects SurfStitch to play a key role in the accelerated growth strategy of the business. 

“It’s our core focus to continue evolving and catering to the needs and demands of our customers,” said Laing.