General Pants Co. has formed a cult. 

The streetwear chain has unveiled its latest denim campaign, The Cult of Denim.

General manager Jacq Vuleta said the creative cements its position as a denim destination since 1972.

Fronting the campaign creative are General Pants Co. team members, “who embody and spread the culture of denim to the community”, Vuleta added. 

“For the fashion set customer, the biggest trend of the season is the wide leg jean.

“For women, it’s about the dramatic, festival inspired flare and kick flare which sits narrower at the legs with a slight crop.”

For men, it is all about the relaxed fit and 90’s blue washes.

“These washes are achieved through stoned wash technique in mostly rigid fabrics,” Vuleta said.

“The black skinny jean and the mom jean continue to be favourite staples and are not set to go anywhere."

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