AMAG Issue 001: New Wave

Posted 24 February 2021 by General Pants Co

Introducing AMAG - A New Wave

Always creating, never done. A new wave.
A shift in energy. A new potential.
A digital age. A new kind of community.
This is AMAG.

Born to bring us together, AMAG empowers us to push it forward.

AMAG is a curation of stories untold. An intersection of ideas made into a reality.

No limits. No frills or unnecessary bullshit.

It all starts here with you.


We’re on the hunt for the next contributing editors of AMAG.

We want to see your work. Get into Abrand denim, create and share your content with us. #generalpants and #AMAG or DM us at @general_pants on IG or TikTok.

If you’re selected as a guest editor, you’ll WIN a $1000 wardrobe.

Submissions close March 31 for issue 002.


Interview with Chris for AMAG

What inspires you and your work?
With the images I produce, I definitely like to have some sort of obscure, uneasiness to them, not like your traditional fashion images. Inspiration comes from everywhere, it could be a piece of clothing I see, it could be the way a bit of light shines through a building, it could be colour, it could be a model. That's the best thing, there's no constraints to inspiration. Anything can spark an idea. The further that inspiration is from photography, the better because when it comes to it, I'm not taking inspiration from another photographer per-say. It's something I've seen in the real world.

Any advice to other photographers out there?
Shoot as much as possible. Take inspiration from anything and everything around you, give yourself no boundaries. Don't be scared to create something you've never seen before and really make your work your own.

@polvkworld wears the Abrand A Dropped Skinny Turn Up Jeans.

Interview with Liyah for AMAG

What inspires you and your work?
Musically, I'm inspired by experiences, I listen to a lot of music, and I think there's something really nice about it. I'm inspired by feelings that either make me present or feelings that I don't want to let go of, that’s probably more accurate.

What’s your advice for others pursuing their creative passion?
Invest your time, enjoy the process and compete with yourself.

@liyah.knight wears the Abrand Slouch Jeans.

Interview with James for AMAG

Tell us about you.
My name's James Malone, I'm 24-years-old, I'm a fashion photographer, and I would describe myself as the artistic type. I see everything in terms of art. Wherever I look I see a frame, I don't know how to explain it but the way I see the world is very different to others I think.

Any advice that you could share with other creatives out there?
Keep doing your art. Create for yourself. Surround yourself with like-minded creatives and vibe off each other.

@yslmalone wears the Abrand A Dropped Skinny Turn Up Jeans.

Interview with Polly for AMAG

How is clothing a medium for your creativity?
When I see clothes, I see textures, colours and shapes. These elements allow me to experiment when layering on pieces or creating a garment. Senses are a big thing for me, so clothing is a very tactile form of creation which gives life to my creativity.

What’s your advice for other creatives?
Be fiercely loyal to your own taste, instincts and trust the process.

@byp0lly wears the Abrand Slouch Jeans.

Interview with Jake for AMAG

What inspires you and your work?
I always like to think of my paintings as a separate little world all in itself. I'm quite inspired by meeting points, which sounds quite strange. Whether it's the mixture of humanity at a market somewhere or if it's just the waves meeting the shoreline, I've always been interested in the way things come together and I try to capture that and represent it in my art. I've always found a lot of inspiration in quite busy places. I really like travelling to other countries and getting right into it, Morocco is a really good place for me. I get a lot of inspiration from there—a lot of colours, patterns, and for example you go to a market in Marrakech and you're in the middle of humanity, everything's going on, noises, smells, lots of visuals. So whenever I'm thinking of inspiration for big work I try to relate to those sorts of places.

Any advice for artists?
Don’t take anything too seriously. Naturally, we’re our own harshest critic and it really helps to take a step back and enjoy the process.

@_jakes wears the Abrand A Dropped Skinny Turn Up Jeans.


Interview with Hannah for AMAG

What's the idea behind your editorial for AMAG?
I’ll be doing a playful shoot at home on film. I love shooting on film because I find that the shots always come out raw and in-the-moment. There is something exciting about taking a photo and not knowing how it’s going to turn out. A person comes to life when shooting on film.

What’s your advice to other creatives?
Be yourself. In a world where everyone owns a camera and has a platform to share their work, I think it’s really important to be yourself because people are drawn to originality and something new.

@hannahjuneva wears the Abrand Slouch Jeans.


Posted 24 February 2021 by General Pants Co

Tags: Fashion

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