Generra relaunched its men's collection under the creative direction of Swaim Hutson, the mastermind behind Obedient Sons. His wife Christina is in charge of the women's line. The couple injected a youthful, 1970s vibe into their design début for this season. The result is a rad collection full of energy with a sporting touch that defines the aesthetics. Swaim Hutson summed up the concept saying "we went in to Fall 2010 with the idea that we would inject as much color, keeping things as open, loose and casual as possible". Generra offers staples that are good for lounging with a book or going out on the town (if you live in Greenpoint, Brooklyn or some other hipster mecca). Slouchy doesn’t necessarily equate to sloppy –it is all in how you wear it. I love the introduction of could-be loungewear as day-to-day outerwear.
