Sydney-based brand General Pants is donating $1 for every purchase this weekend (February 24-26) to LGBTQIA+ charity Minus18 to mark Sydney WorldPride celebrations.
The initiative will be launched through a meet and greet at the brand’s flagship George Street store with Australian singer Peach PRC this Friday, alongside DJ Tigerlily.
As well as the fundraising drive, Minus18 will also be providing a range of workshops and education sessions for General Pants staff, with LGBTQIA+ inclusion professional training.
General Pants extends the invitation for customers to also donate what they can throughout this period at checkout, with 100% of all funds donated going directly to Minus18.
Alquemie Group CEO Sacha Laing, parent company to General Pants, said inclusivity and community has always been part of the brand’s ethos.
“It’s our privilege to partner with Minus18 as they lead change, build social inclusion and advocate for an Australia where young people feel safe and empowered,” Laing said.
“What a huge moment for Sydney to be hosting and celebrating World Pride. I’m thrilled that through our General Pants Co. stores, we can support the important work of Minus18 with our LGBTQIA+ community.”