The company specialises in streetwear, denim, skate clothing and surfwear from international and local brands.

[3] General Pants Company was originally conceived and started by Tom and Bronwyn Tsipris on 20 April 1972.

[3] The brand entered into a partnership with the Peer Group Media company in 2010 to launch the Major Label music initiative.

[7][8][9] In 2011, the company published a racy poster advertisement depicting a scantily clad woman with another person's hands unzipping her pants.

[11] After consumer complaints, the company covered the mannequins in their stores, but continued to have employees wear the "I love sex" badges.