Located at 132 S. La Brea Ave in the heart of West Hollywood, Australian multi brand retailer, General Pants Co. celebrated the launch of its first ever stateside store The Local. 132 with DJ sets by Soko & Hayden James and a performance by Tijuana Panthers. Aussie cocktails by Sailor Jerry were served and complimentary tattoos were provided by Love Letters Tattoo.

Throughout the summer of 2016 General Pants Co. plans to activate a series of events that will showcase the brand’s cultural influences such as music, fashion, and urban subcultures. The 4,009 square foot space will showcase unique interior décor allowing the space to transform for each activation. Also located on site will be General Pants Co.’s wholesale office and showrooms to further help inject great Australian designers into the U.S. market via a select group of renowned retailers. “The team at General Pants Co. don’t just observe culture, they live culture. Our business is full of interesting and curious people in touch with the most cultural happenings wherever they are. With our Aussie team heading over to open The Local, we are excited to give LA a little taste of what makes us different,” says General Pants Co. CEO Craig King.

Ruby Rose joined by General Pants Design Director Pip Edwards and Pro Skate Boarder Corbin Harris, Cody Simpson, Jaime King, Louise Roe, Soko, Hayden James, Tijuana Panthers, Jason Lewis, and Jess Gomes for the exciting grand opening on June 9th, 2016.