Australian fashion retailer General Pants has landed an exclusive deal with the Laneway Festival as the exclusive fashion retail partner.
The campaign will allow General Pants customers to unlock a collection of prizes to experience the festival.
Alquemie Group CCO Jacq Vuleta said the venture is aligned with the retailer's core customer base.
“This partnership cements General Pants’ long steeped history in music, whilst engaging our core demographic of 16-35 year olds,” Vuleta said. “We’re excited to launch this next chapter of our partnership with Laneway to our community in meaningful and unexpected ways.”
St Jerome’s Laneway Festival has been running for 16 years and has highlighted new and emerging artists across AU NZ.
This year, Laneway events will be held in unique venues across six cities, including Sydney, Melbourne, Brisbane, Adelaide and Perth, commencing in Auckland on January 30 in front of 135,000+ festival goers across Australia and New Zealand.
Laneway Festival director and co-founder Jerome Borazio said 2023 marks the return of the festival after Covid-disruptions for the past two years.
“We’re thrilled to be back with one of our favourite line-ups,” Borazio said. “We look forward to adding value to the festival goer experience with General Pants’ interactive experiences on ground and meaningful pre-event campaign.”
Prominent music artists for this year’s festival includes Haim, JoJi, Phoebe Bridgers, Fred Again and Girl In Red.
Laneway events mark the start of General Pants’ 2023 strategic partnerships, with exclusive access and live music opportunities launching throughout the year.
Mid last year, General Pants was acquired by Alquemie Group, joining a portfolio of brands including LEGO Certified Stores, SurfStitch, Ginger & Smart and Pumpkin Patch.
ACTA Capital CEO Richard Facioni had said the Group was well positioned for growth.
“This acquisition brings Alquemie significant scale and breadth of operations as we seek to partner with exceptional, like-minded management teams to build great businesses,” Facioni said.
“General Pants Co. is highly complementary to our existing portfolio and positions Alquemie for continued growth as we build a leading multi-channel retail investment business.
“I’m excited that the current owners of General Pants Co. have agreed to become shareholders in Alquemie, a testament to their conviction in the strength of the Group as an investment.”