General Pants Co. has surprised Perth fashion lovers by announcing via Facebook it will open its first West Australian store in less than a month.
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The popular fashion chain chose to make the announcement via social media by seeking out 25-year-old Lee Gesmundo, who started a Facebook group called Bring General Pants Co To Perth!!!, to help spread the word.
![Finally ... General Pants Co will open it's doors in Perth next month. Finally ... General Pants Co will open it's doors in Perth next month.](/images/transform/v1/crop/frm/silverstone-ct-migration/a502ec3a-f5fa-4f51-b358-880551ff0bbe.jpg/r0_0_729_486_w1200_h678_fmax.jpg)
Imbued in youth culture and considered a fashion institution on the east coast, the doors of the Murray Street boutique are set to open on August 13, months ahead of schedule.
"Being new in town we'd be thrilled to recruit your help in helping us launch our new store," said an open letter posted to more than 300 members of the Facebook's group wall yesterday.
"We will be posting questions on this space so you can help us gain our Perth bearings followed by how you will be involved with the store opening.
"Your Group Creator, Lee will be posting these updates for us. Love, General Pants Co."
Mr Gesmundo started the group two years ago as a reaction to Perth "lacking fashion retail scene".
The IT consultant by trade who refused to purchase his favourite brand, Ksubi, from the online store instead petitioned for a local boutique.
"I was sick of the east getting all the good stores and Perth having such little options," he said.
"I hope [the Facebook group] gave them a good nudge. With a good following of the group and a little persistence we are finally getting what we want."
General Pants Co. has hung signs in the windows of the new CBD store apologising to fans saying "sorry we took so long."
The retailer specialises in denim jeans and streetwear and stocks local and international labels, including Sass & Bide, Nudie Jeans, Lee and Dr Martens. It also launched model Jess Hart's fashion line Neon Hart, which has recently become available at Selfridges in London.
The arrival of General Pants Co. in Perth will bring more consumer competition to a number of locally owned youth fashion franchises including Live and City Beach.
Follow Jenna Clarke on Twitter @jennamclarke