Originally founded as Generic Costume in 1997 in a NYC loft by Kevin Carney, the generic man collection launched in 2006 as Brandon Day and Kevin Carney began what they called a “case study on adultism”. Through research, experience and discussion “the generic man” lifestyle took shape. They saw a hole in the market place between the current state of “mass” and luxury brand shoes, so 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 based in Los Angeles, with a small studio in Milan. WeAreTheMarket provides us w/ a preview of the Fall collection here.

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