The new branding is to reflect the youth retailer’s aim to spread a message of peace to the world and ties in with the launch of a ‘Give Peace’ t-shirt range to be sold in stores featuring designs from Stussy, Ksubi, Santa Cruz, Neuw, Zanerobe, Vans, Insight, Candidate, and RVCA.
All proceeds from the $39.95 range will be donated to Save the Children Australia and Oasis Youth Support Network – two charities that share General Pants Co’s determination to make a difference.
To spread the Give Peace message celebrity ambassadors will support the cause by sharing images of themselves with the hashtag, #GIVEPEACE, and encouraging followers to buy a Give Peace t-shirt or donate.
Ambassadors include Rachel Zoe, Ronan Keating, Angus & Julia Stone, Cheyenne Tozzi, Jackson Gallagher, Henry Holland, Samantha Jade, Pip Edwards, Cody & Ali Simpson, Alex Dimitriades, Laura Csortan, Samantha Harris, Corbin Harris, Candice Lake, Daniel Johns, Jagwa Ma, and Ruby Rose.
Photographer, Jez Smith, has volunteered his time to help the project by shooting give peace ambassadors.
Consumers who share a #GIVEPEACE message on their social media will receive 15 per cent off their purchases at General Pants Co.
Craig King, General Pants CEO, said 2014 has been a tough year for the world.
“From the conflicts we see on the news every day to youths requiring assistance even in our own backyards, now more than ever the world could use a little bit of peace and help,” said King.
“We have asked our friends, family and employees to all get behind Give Peace and hope Australians do too,” he said.
The storefronts will wear the ‘General Peace Co’ signage until Christmas, when the regular General Pants Co branding will return.