Denim Co.

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Denim Co.

Erin Moy solves her denim dilemmas at the new General Pants Company concept store

It's really hard to find the perfect pair of jeans. Skinny, bootleg, low-rise, high waisted, raw, or washed: denim is a total minefield. Yet we all need at least one pair.

Recognising this challenge, the team at staple streetwear stop General Pants Company have overhauled their QVB store, narrowing the focus back down to the roots of the brand. The store now only stocks a carefully selected range of denim brands and a small edit of separates that are best worn with jeans.

The staff have been put through their paces, too. Everyone working at the Denim Co. concept store has been specifically trained in denim, and a few didn't make it through the re-training process.

The denim experts that remain are eager to dispense knowledge about their product. Have you ever tumble dried your jeans to get a tighter fit? Well, that's a huge mistake according to Thads, who was on fitting duties when Time Out stopped by the new concept store. "The jeans will feel tighter in the short term, but will quickly stretch out to a bigger size than what you started with." Apparently you should try to avoid washing them all together. "Hold out for as long as you can," suggests Thads. "And when you absolutely have to, wash your jeans in a cold water cycle and air dry them."

But let's not get ahead of ourselves. Before we do any air-drying we're going to need some jeans. When booking a personal shopping appointment, each customer must fill out an online form. You can opt to provide only your size, leaving style decision completely in the hands of the expert, or you can nominate your preferred cuts, colours and washes. A selection of denim is then chosen for you and presented when you arrive at your appointment. Then it's up to you to narrow down the choices through trial and error.

Truth be told, the first couple of pairs that I tried on didn't get us off to a great start, but by explaining the pitfalls of each to Thads, I eventually arrived at the right fit. And it only took five turns about the change room – a record low in my jeans shopping history.

The store also offers complimentary length alteration, so don't worry if the leg length is a little off. The team will send the jeans off for the appropriate changes and then deliver them free of charge within the CBD.

The details in this concept store are clearly targeted at a slightly older customer than the regular General Pants Co. shopper. "The service is aimed at all ages, rather than just the youth market," explains Thads. "In fact, one of my appointments this afternoon is with a 70-year-old woman."

We have no doubt she ended up with a great pair of jeans. The service does exactly what is promises: I'm now sitting snug and smug in perfectly fitting pants (and am resisting the urge to wash them).

By: Erin Moy

Posted:

Venue name: Denim Co.
Contact:
Address: Shop 31 & 33, Ground Fl, Queen Victoria Building
455 George St
2000
Opening hours: Mon-Wed, Fri & Sat 9am-6pm; Thu 9am-9pm; Sun 10.30am-5pm
Transport: Nearby stations: Town Hall

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