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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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