General Pants Co. has confirmed the launch of a new partnership, marking a first for the group.
The chain retailer has revealed it has joined forces with Australian swimwear label Anna&Boy to create a diffusion range in its first ever designer collaboration to date.
The 32-piece exclusive collection will launch into General Pants stores nationally this week, offering customers a customers a “polished summer wardrobe from Anan&Boy designers Anna Hewett and Lill Boyd which includes a wider selection of jumpsuits, separates and a small selection of swimwear”.
General Pants first designer collaboration follows the success of previous collaborative collections with fashion personalities, such as Australian models Bambi Northwood-Blyth and Jessica Hart, and Ksubi co-founder Dan Single.
Commenting on the tie-up, General Pantds Group CEO Craig King said the alliance is a coup for the group and built on the back of customer demand.
“Our buyers have been big fans of Anna&Boy over the years so when the opportunity arose to work on an exclusive collaboration for GP Co. celebrating Australian summer style, everyone was excited,” he said.
Anna&Boy said the collection incorporates a palate of brilliant and pop colours, such as red-hot leopard, kaleidoscope black and white zebra print, into a range of styles from tomboy tough gridiron tees to feminine floaty palazzo pants and a racer tank dress in oversized stripes.
“We are so excited, this collection will make Anna&Boy more accessible to a younger GP’s customer. They are confident clothes with bold tints that s till have a certain ease and laid back cool which we think is very Anna&Boy” Jenner said.
The Anna&Boy at General Pants Cosummer collection is available online now and will drop into stores hit stores from this week. Price points range from $59.95 to $139.95.