General Pants Co. celebrates individuality in new ‘Led By None’ brand campaign via Fabric, Sydney


General Pants Co. has launched a new brand positioning ‘LED BY NONE’ to celebrate individuality in a world with no boundaries. The launch follows an extensive customer research piece produced in partnership with Fabric, which identified the unique opportunity for the brand.


Says Gemma Rees, managing partner, Fabric: “The insights we gained from customer research were an eye opener into Gen Z. They’re making up their own rules, their identities are more fluid, they are less constrained by labels, and they are confident in their self expression.”

To launch LED BY NONE, the brand introduces GEN P, a collective of individuals who are united by their individuality and a shared ethos – living beyond the boundaries of conformity.

The campaign is a fresh take on the age-old debate – ‘What’s wrong with this generation?’ Showing that the next generation have not only been labelled unfairly, they have been completely misunderstood.

Says Sacha Laing, CEO, General Pants Co.: “LED BY NONE has always lived innately within the brand DNA, but this is now an exciting platform for us to connect with our community.”

Laing says the campaign will disrupt the market with its raw, bold and unpredictable message. The brand’s customers and staff members also feature as the individuals highlighted in the campaign.

Says Keenan Motto, creative partner at Fabric: “General Pants has always been an outlier, a brand who is proud to stand out, to be different. This campaign is a reigniting of this attitude. Celebrating the differences between us, rather than placing labels on those different from us.”

The campaign will run from mid-November until the end of the Christmas period, existing across instore, on front windows, OOH, social, digital and performance media.


Client: General Pants
Creative Agency: FABRIC Sydney. Part of the TBWA Sydney network.
Media Agency: NMPI
Photographer: Charlie Dennington
Stylist: Charlotte Agnew
Director: Simon Morehead
Editor: Carve & Stitch
DOP: Casimir Dickson
Music: Otis Studios