Genre Brand Values: The Story Behind Our
Ethical Fashion Revolution
At Genre, we’re a passionate team of creators from diverse academic backgrounds who love expressing creativity through what we wear. Recently, we channeled that creativity into designing products we can share with a community of like-minded people—those who express themselves authentically as they explore life and achieve their goals.
When we were first imagining Genre, we discussed many things: our brand identity, the friends who would become our audience, and our vision of creating a space where we exchange ideas, explore new trends, and most importantly, see how our pieces come alive, styled by individuals who infuse them with their unique personalities.
One thing we knew for certain—we would not endorse fast fashion.
Fast fashion is a widespread practice among large brands in the industry, focused on mass-producing trendy items that are relevant for a short time and quickly discarded due to poor quality. This cycle encourages frequent purchases and waste, driven by a consumerist mindset that emerged with the rise of capitalism.
It’s why we often hear our mothers and grandmothers say, “Poranay kapre lamba arsa chalte thay, ab aisey kapre kahan bantay hain,” meaning clothes made in the past were durable and lasted for years, a rarity in today’s fashion.
My sister and I have proudly worn our mother’s vintage clothes—from her university days in the 80s to ours—excited to share that we were wearing pieces from her time.
Our work on Genre’s products began months before we introduced ourselves to the world. We spent countless hours sourcing high-quality fabrics and raw materials, creating samples, and testing each design in our daily lives. We wore them, washed them, and observed how they held up, ensuring their durability and aesthetic over time.
We don’t machine-produce; every piece is handcrafted with care and made from carefully selected fabrics. Our items are not mass-produced, making them both unique and limited—so you won’t see everyone else wearing the same piece.
When you buy from us, you’re investing in something made with personal creativity, independent thought, and designed to last—something you’ll cherish for a long time.
Message from the Creators
Genre is our shared passion, and we’re so grateful to have you on this journey with us. Each piece we create reflects our belief that fashion should be meaningful, not just trendy. We want our garments to become part of your story and help you define your style in a way that feels uniquely you.
We’re learning and growing every day, constantly working to improve and offer you the best experience possible. Thank you for supporting Genre and helping us redefine ethical fashion.
– Team at Genre
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