Generra is one part American heritage and one part innovative design. The name itself is an invention. We took the Latin word for “group” and made it our own. We started creating apparel in 1980 and have since expanded the Seattle base into a global brand. Generra intersects authenticity, wearability and craftsmanship in equal measure. Our longstanding tradition as an original-minded, product-driven company is what sets us apart. We continue our legacy of innovation with a Prepster approach, a new take on our American heritage and style. Classic design blended with today’s attitude – that is Generra.