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.
This exquisite compilation showcases a diverse array of photographs that capture the essence of different eras and cultures, reflecting the unique styles and perspectives of each artist. Fleckenstein’s evocative imagery, Strand’s groundbreaking modernist approach, and Kōno’s meticulous documentation of Japanese life come together in a harmonious blend that celebrates the art of photography. Each image in “The Stories Book” is accompanied by insightful commentary, providing historical context and revealing the stories behind the photographs. This collection is not only a visual feast but also a tribute to the power of photography to preserve and narrate the multifaceted experiences of humanity.
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.