the generic story

Originally founded as Generic Costume in 1997 in a NYC loft by Kevin Carney. The generic man collection came about in the spring of 2006 as Brandon Day and Kevin Carney began what they called a “case study on adultism”. During this time, they started a journey to define what it means to be an “adult” these days. Through a process of research, experience and discussion “the generic man” lifestyle took shape.

They then created a catalog, defining what it means to be the generic man. Cataloging everything from fashion, music, books, objects and architecture. Next, they deliberated on ideas about products that could be created and what was missing in the market place for the generic man. What became obvious was a hole in the market place between the current state of “mass” and luxury brand shoes. With this gap etched in their minds they set up a studio in Milan, sought out the best materials and factories in Italy and the EU and began creating the generic man collection.

Today, the generic man is firmly based in the Los Feliz neighborhood of Los Angeles while maintaining a small studio in Milan. Kevin and Brandon feel the uniqueness of Los Angeles is the perfect place to work and be inspired, while keeping a strong connection with Italy and their beautiful craftsmanship.