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Denim Brand: A Sneak Peak at Generra’s Fall Collection

Last week, I had written about my anticipation to see the relaunch of Generra under the helm of dynamic duo Swaim and Christina Hutson at this upcoming Fashion Week.  Well, in today’s WWD, they have given an exclusive interview and peak at the collection.

Swaim and Christina Hutson

Swaim and Christina Hutson

Next Friday, the designers will have their much-anticipated comeback moment, and this time they??™ll do so at the helm of a company having a hyped reboot of its own: Generra. The Hutsons??™ new inspiration? A decidedly more upbeat ???Snow White and the Seven Dwarfs.???

???We were attracted to the colors, the movement and how sweet and fun everything was in the movie,??? says Christina, nestled into her chair at the Generra headquarters on Seventh Avenue. ???Going forward, everything is going to be bright and optimistic.??? She gestures to the racks of clothes around her ??” a preview exclusive to WWD ??” and they??™re a rainbow of cheerful jeans, ruffled frocks and T-shirts with a pop Eighties vibe. The collection is a marked shift from those of their predecessors; Tony Melillo, who helped relaunch the popular Eighties brand in 2004, went relaxed and leisurely, while his successor Pina Ferlisi took things for a tomboyish spin. ???This is definitely another take on Generra??™s DNA,??? says Dan Shamdasani, chief executive officer and president of parent company Public Clothing. ???It??™s young, vibrant and fresh.???  (WWD – Click here to read today’s full article)


Generra A/W 2010


Photos by John Aquino

Stay tuned folks, I will be posting photos of the collection the day after the fashion show!

–Nikki Cho Russo

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Posted Feb 01 2010 in Uncategorized

Denim News: Generra Relaunching Men’s and Women’s Collection

Spring2010 collection

Generra Spring 2010 Collection

Fashion designers are deep in preparation for February’s New York Fashion Week and as the invitations start coming in, I was reminded that Swaim Hutson, who took the reins at Generra as Creative Director last September, will be presenting the A/W 2010 collection during New York Fashion Week.  The bonus is that Swaim has teamed up with his partner in design (and in life), wife Christina, in a collaboration effort for the A/W 2010 collection.


Generra Sportswear, a contemporary women??™s and men??™s sportswear brand that was on top of their game in the Eighties, has gone through many peaks and valleys throughout the years.  In 1991, they created a craze with heat-sensitive T-shirts that changed colors like magic. In 2005 they launched Generra Readies Jeans Line and last September, they opened their first retail store on Washington Street in the Meat Packing district.

Unlike their signature androgynous synergy of romantic men’s and women’s silhouettes that their shuttered label, Obedient Sons & Daughters, were revered for, in store for the women’s Generra collection is a throwback to the late 1970’s, with the energy of Fiorucci.  As a fan of their former label, Obedient Sons & Daughters, I am excited to see what they have in store for Generra. The Hutsons dynamic design sensibility and aesthetics are sure to add a whimsical twist to the Generra brand.

–Nikki Cho Russo

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Posted Jan 26 2010 in Uncategorized

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–Nikki Cho Russo

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Posted Jul 10 2009 in Uncategorized
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