General Pants Co. is an Australian fashion retailer known for its youth-driven streetwear and lifestyle brands specialising in streetwear, denim, skate clothing and surfwear. General Pants Co. curates a mix of globally recognised labels and emerging designers, offering clothing, footwear, and accessories that reflect contemporary street culture, music, and art. Its identity centres on individuality, creativity and staying connected to youth fashion trends.

During my time working with General Pants I was tasked with designing weekly sales EDM's and updating the GP website and social media accounts to showcase some of the freshest youth fashion brands in Australia. The challenge was to design electronic direct mailers that showcased the garments in a way that was exciting and appealed to fashion conscious youth, in order to bring more traffic to the website and garner more sales. The EDMs had to be visually interesting while remaining alined with the brand and displaying all relevant messaging.