Our Story
gen was founded in 2025 with a clear purpose: to create a platform where fashion, sustainability, and conscious living come together. It is the first Armenian brand built entirely on the principles of environmental responsibility. From materials to packaging, every step in our process meets the highest ecological standards. gen was established through a collaboration between gen production, united by a shared vision to create a new kind of brand that is bold in design and kind to nature.
Our Mission
gen creates clothing for a new generation. Simple in essence, bold in attitude. Our collections are made for young people, nature lovers, and those who live actively and consciously. We believe clothing should express not only style but values.
Green is not our color, but
green is our favorite color.
At gen, being eco-friendly is not a trend or a marketing label. It is part of how we choose to grow. We believe fashion can express individuality while remaining mindful of the world around us. That is why we continuously look for more responsible ways to create, produce and move forward, making choices that reduce our impact wherever possible.
But our responsibility does not end with what we make. Every month, gen contributes a portion of its own funds to WWF Armenia to support the care and protection of red deer. Through this initiative, we have symbolically adopted these remarkable animals and committed to being part of their future.
Because for us, caring for nature is not something we simply talk about. It is something we choose to do, month after month.
Packaging Matters
We package our products in environmentally friendly sachets in order to safeguard the piece, protect the environment, and give you a cute eco bag for everyday grocery shopping.