Neither generic clothing categories nor common fashion generalities, Generra is today’s re-Generra-tion of the understated chic and youthful spirited lifestyle. The word “genera” in scientific terms refers to the classification of living organisms larger than a species but smaller than a family. On the other hand, the Generra brand, reflects this genre towards a collective approach of effortless style and unpretentious attitude to fashion.

In the late 1980s until the early 1990s, the once hyped up Hypercolor line of clothing by Generra made a splash around town. Hypercolor clothing changes color with various heat temperature. After that, unfortunately, the company made a quick revenue decline. In 1995, Alan Bobin of Household International led Generra out of bankruptcy by licensing the brand to retailers such as Sears and Mervyn’s. In 2002-2003, New York City based Public Clothing managed by CEO Dan Shamdasani acquired Generra.

With a fresh start, Generra kicked off with several creative projects in 2004-2005. The Generra Celebrity Jean Auction was a charity function and auction of jeans designed by celebrities, musicians and artists benefiting the Inner-City Arts. Gwyneth Paltrow, Adrien Brody, Kirsten Dunst, Damien Rice, Julianne Moore, Ryan Seacrest, Selma Blair and Justin Chatwin attended the event. Polaroids was another project in collaboration with Kelly Klein to capture the true beauty and reality of today’s youth culture. Factory, on the other hand, was a project recreating Andy Warhol’s factory and photographed in 1960s Richard Avendon style. Lastly, Project Real World took 20 young New York trendsetters into a customized Chelsea art gallery abode capturing their dynamic interaction with each other.

Jean Culture: Designer Jeans Source. Denim Brand Names.
Credit and Source Link:
www.generra.com

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We will go in depth when we feature the seasonal collections in the future.

Your responses should follow these 4 Point Criteria:

(a) Quality: Degree of value of which it is made. Fabrics, materials, hardware, stitching, etc.
(b) Style: How does it fit your style? How much creative design was applied to it?
(c) Comfort/ Fit: How comfortable are you wearing it? How does it satisfy your expectations?
(d) Influence: Who/ what encouraged you to get a pair? Advert, word of mouth, celebrity, etc.