General Pants partners with St Jerome’s Laneway Festival
General Pants has partnered with St Jerome’s Laneway Festival 2023 as its exclusive fashion retailer.
The announcement:
Wednesday 25th January: General Pants unveils an all-store LANEWAY x GENERAL PANTS campaign as the festival’s exclusive fashion retail partner.
The campaign gives access to the immersive world of Laneway across Australia and New Zealand, allowing General Pants customers to unlock a suite of ultimate prizes to experience the festival.
Jacq Vuleta, chief customer officer, Alquemie Group, comments: “General Pants and Laneway Festival are renowned for supporting emerging artists.”
“This partnership cements General Pants’ long steeped history in music, whilst engaging our core demographic of 16-35 year olds.”
“We’re excited to launch this next chapter of our partnership with Laneway to our community in meaningful and unexpected ways.”
Over the past sixteen years, St Jerome’s Laneway Festival has showcased the best in music community and culture, providing progressive music entertainment to discerning fans.
2023 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+ highly engaged festival goers across Australia and New Zealand.
Jerome Borazio, director and co-founder of LANEWAY says: “Laneway Festival is internationally recognised as an industry leader in forward-thinking line-ups, often securing world-class artists just as they break.”
“After a two-year Covid hiatus, we’re thrilled to be back with one of our favourite line-ups. We look forward to adding value to the festival goer experience with General Pants’ interactive experiences on ground and meaningful pre-event campaign.”
The all-star cast for this year’s Laneway 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.
Source: They The Agency
