General Pants has built on its partnership with Neuw Denim, launching the Neuw Perspective customer experience exhibition.
The exhibition will launch across General Pants' channels, with each location and channel curating a unique narrative, designed to inspire the community to experience the full exhibition and rethink new ways of wearing denim.
The exhibition will feature the works of renowned artists including Jedd Cooney and Patrick Rohl and will also invite emerging creatives to submit their work to be a part of Neuw Perspective.
The exhibition forms part of General Pants' refreshed customer strategy, Led By None, which includes expansion into 65 stores, as well as high-impact campaigns such as Australia's largest Denim Redesign project.
The experience also comes ahead of General Pants' 50th anniversary next year, which has seen the brand ramp up its customer strategy.
"We’re constantly looking for new ways to engage our community and reinvent the narrative for retail,” General Pants Co, chief customer officer Jacq Vuleta said.
"Core to our strategy is to partner with our brands to create and deliver elevated, one-of-a-kind and unexpected customer experiences.
"Neuw Perspective is the next evolution of our strong partnership with Neuw Denim," she said.