Aussie fashion retailer General Pants Co. has unveiled a new campaign to promote its new season of denim clothing.

‘Denim, it’s in our veins’ was photographed by Levon Baird and features a diverse group of models dressed in this season’s denim by brands including Dr Denim, Insight, Ksubi, Lee Denim, Neuw Denim, Nudie Jeans, Rolla’s, and Wrangler.

Featured in the windows of 53 General Pants stores across Australia, the models are pictured alongside IV drips to depict blue denim running through their veins.

The concept comes from General Pants Co. having been an established denim specialist since 1972.

The ‘phygital’ strategy for ‘Denim, it’s in our veins’ incorporates campaign creative throughout the retailer’s bricks and mortar stores along with video and still integration on its e-commerce platform and social channels.

The campaign has also tapped into the next generation of Aussie talent and will give audiences an intimate look into the role of denim in their lives.

ARIA-award-winning musician Montaigne, actor Sean Keenan, youth content creators Culture Machine, surfer Alex Hayes, and style influencer Rachel Tee Tyler each talk about the denim trend they relate to most and how it’s part of their day-to-day lives.

Furthermore, General Pants will run a program that will see more than 50 influencers post their favourite denim from the range to Instagram, alongside the hashtag #webleedblue.

To maximise CRM and drive data growth, General Pants is also giving one customer signed up to its member program the chance to win a pair of jeans from every brand featured in the collection.