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General Pants Rebrands For Charity
Multichannel clothing retailer General Pants Co. has unveiled a name change across its physical and online sales channels until Christmas.
All existing GP stores have been rebranded General Peace Co. to tie into the release of its new ‘Give Peace’ range of t-shirts, featuring designs from Stussy, Ksubi, Santa Cruz, Zanerobe, Vans, Insight and others. All proceeds from the range will be donated to Save The Children Australia and Oasis Youth Support.
The Give Peace campaign, formulated by Bashful, is being promoted by a team of celebrity ambassadors, including 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.
“You haven’t been able to turn on the news in the last year and not be shocked by what you see – conflict and pain are far too commonplace,” General Pants CEO Craig King told Mumbrella. “This December we wanted to stop and acknowledge what we’ve seen and in our own way encourage all Australians to give a little peace this Christmas.”
The Give Peace campaign has its own hub in the larger General Pants website, encouraging users to tweet their purchases with the hashtag #givepeace for a 15 percent discount on their purchase. The hashtag is also being used by General Pants’ ambassadors to promote the campaign itself on social media.
The Give Peace campaign is markedly more tactful than their last Christmas’ Get GIFted campaign, which saw discounts given to customers for sharing twerking gifs.
The chain’s physical and online stores will use the General Peace branding until Christmas, when the regular General Pants Co branding will return.